G.H Mumm opened a world-first, double-storey theatre in the heart of The Birdcage at the 2023 Melbourne Cup Carnival and it is fascinating to see how it went from concept to reality.

Designed to encapsulate the Champagne producer’s passion for the creative arts, innovation and celebration, Théatre G.H. Mumm featured a full program of performances accompanied by unique cuvées.

Ahead of the opening, Pernod Ricard shared concept images of the lavish G.H Mumm Birdcage marquee.

Pernod Ricard Australia Marketing Director Kristy Rutherford said: “Théatre G.H. Mumm celebrates a contemporary vision of our theatrical and cinematic heritage, embodied by our iconic cuvée Cordon Rouge. Like any great theatre, it is not just about what happens on the stage – it is the opportunity to meet friends and enjoy outstanding hospitality.”

The build for this year’s Birdcage Enclosure started in July and involved more than 2500 people from the VRC, together with leading creatives, builders and suppliers including Gloss Creative, Dot Dot Dash, The Big Group, Stella & Co, PIM Group, Harry the hirer, MAAKE, Spacecube, MADE Experiences and ESE The Agency.

Spacecube has since shared images from its G.H. Mumm Birdcage build by PIM Group and they are spectacular.

“Sitting pretty in the Birdcage at this week’s Melbourne Cup Carnival, this vibrant hospitality structure was built using a combination of SPACECUBE products and finished with a customised Parisian facade and fit out by The Melbourne Builder,” Spacecube said.

“Always vibrant, always fun and always a great place to enjoy all the MCC action!”

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