Layers was asked by the Australian Turf Club (ATC) to help transform the 3000pax Winx Stand into a compelling race day destination.

Brief:

Create and curate a compelling new destination for the next generation of race-goers within the Winx Stand, Terrace and surrounds of Randwick Racecourse.

The winning concept will activate a previously underperforming area within the venue, adding a premium multi-disciplinary offering that boasts music, food, cocktails, comfort, style and more. It will elevate the overall GA raceday experience; attracting a new audience and becoming a sustainable, ongoing talking point from a marketing perspective.

The Idea:

Expect Extraordinary at the Peacock Lounge.

Housed within Royal Randwick’s Winx Stand, the Peacock Lounge is the Spring Carnival’s colourful and considered cocktail and entertainment precinct.

Aspirational, chic and a little bit fancy, the Peacock Lounge offers a slice of luxury amongst the excitement of race day. Taking inspiration from Wes Anderson, Soho House and late 80's Miami/LA-chic, the Peacock Lounge is the newest and most stylish area within the Racecourse precinct.

Step into the Lounge and savour the surroundings. With a boujee and comfortable fit out, the Peacock Lounge is a compelling place to grab a drink, catch up with friends and escape into a fantasy of fashion and colour. A hedonistic fantasy of colour and elegance, the Peacock Lounge is a visually arresting space for self-expression and style. 

With a premium food and beverage offering, ample seating, a dance floor, roving entertainment, a fashion focus and custom decor, the Peacock Lounge is an inviting place to socialise, preen and be seen - all while experiencing the races in comfort and style.

"The Peacock Lounge was a standout. The Layers team transformed the Winx Stand into a vibrant destination with atmosphere, food, drinks, activations and a cultural energy that truly resonated with the millennial crowd. The result? A 30% uplift in ticket sales from this audience and a notable spike in food and beverage spend.

Layers consistently brought fresh thinking, creative execution and a deep understanding of audience behaviour - particularly when it comes to younger demographics. They are some of the best in the business when it comes to experience-driven marketing with measurable impact." - Yael Bradbury, GM of Marketing, Australian Turf Club

The Peacock Lounge elevates the GA experience and shifts the perception of ‘a day at the races’ for guests both young and old.

Grab a drink, catch up and hit the dance floor all at the Winx Stand’s Peacock Lounge throughout Spring Racing Carnival 2024.