Embrace Black

Grinders Coffee Pavillion at Melbourne Cup Carnival


The first instalment of Grinders Coffee strategic brand undertaking for the upcoming year was launched at the 2018 Melbourne Cup Carnival as the start of a three-year exclusive coffee partnership between Grinders Coffee Roasters (GrInders) and Victorian Racing Club (VRC).

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The Client.

Grinders have been roasting coffee in Melbourne since 1962. In November 2018 the Victoria Racing Club announced that Grinders Coffee Roasters were to become the Club’s exclusive coffee partner for three years. 

As part of the new brand undertaking From The Streets Of Melbourne, Grinders launched the campaign during the Melbourne Cup Carnival, featuring in the exclusive Birdcage Enclosure and The Park, Flemington’s food, fashion and entertainment precinct.  


The Approach.

BEST. Creative Director Jacob Burke and Design Manager Tom Debenham worked to design and project manage the build of the pavilion and activation spaces for the exclusive Birdcage Enclosure and The Park – Flemington’s food, fashion and entertainment precinct. 

The 'Embrace Black' design draws on the strategic and creative themes for the above the line campaign in development to be launched in early 2019.

The Birdcage enclosure featured a 6x4 meter pavilion constructed with Spacecubes. The versatile product allowed for a stunning configuration and the perfect framework for the bold interior design - the interior finishes achieving a beautiful, luxurious outcome.



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