The brand: Flemington / VRC
A Captivating Mural Painting to Celebrate the Race That Stops the Nation.
Flemington Racecourse is home of the world-renowned Melbourne Cup Carnival and Victoria Racing Club. Melina was commissioned to design and paint three murals, equaling 90sqm (30m x 3m) in 'The Precinct' members area to activate the spirit of the carnival.
The aim was to capture the atmosphere and energy of the races in a modern and contemporary way, while complimenting each individual food stall brand for an overall cohesive look.
I loved having creative freedom
Imagery of horses, people, fashion, food and words were painted in a minimalistic line art style; with a black backdrop and white paint.
The outdoor space was brought to life through the visual appealing, storytelling mural. The crowd and onlookers were captivated and drawn to the space as it was eye catching, photo worthy, interactive and embraced the special event – a perfect backdrop for social media marketing.