“Daring” has a new home. Cadillac has launched Cadillac House, a physical manifestation of the brand’s cultural world, located on the ground floor of the company’s global headquarters in New York City. This 12,000 square foot permanent space opened to the public on June 2, 2016 and will serve as a rotating location for events, vehicle exhibitions and collaborative partnerships with pioneering organizations, such as the Council of Fashion Designers of America (CFDA) and Visionaire.
Visitors can encounter an ever-evolving look inside the brand, anchored in the exploration of a wide spectrum of talents, industries and enterprises. From concerts to interactive art installations to fashion retail space, Cadillac House is designed as a meeting place where innovators, creators and the curious can find inspiration – and one another.
“Cadillac has built its nearly 114-year history by being at the forefront of automotive design, technology and style,” said Uwe Ellinghaus, Cadillac Chief Marketing Officer. “With Cadillac House, we have an exciting opportunity to bring to life the brand’s unique passion and perspective for beyond the automotive space.”
The space will be home to several always-on partnerships and programs that will continue to evolve throughout the year, delivering interactive experiences for consumers.
- VISIONAIRE – Energetic and elemental themes will be brought to life through a partnership with art and culture magazine, Visionaire, which will challenge the conventional art gallery experience by creating an interactive installation. A new exhibition will be installed every quarter, and will feature large-scale, visually arresting artwork and multi-sensory, perceptive-altering light installations.
- CFDA RETAIL LAB – Cadillac House will also be home to the Retail Lab, a concept developed by the CFDA in partnership with Cadillac. Retail Lab is an innovative mentoring and merchandising program for designers driving the fashion industry forward. Participants will be selected through a competitive application process and have an opportunity to gain real-world business experience through the custom retail store. The Retail Lab store will open in early July with inaugural designer Timo Weiland.
- JOE COFFEE – Cadillac’s commitment as a positive and responsible neighbor will be reflected in a partnership with New York-based Joe Coffee. The local specialty coffeehouse will be opening a café within the Cadillac House to provide visitors with delicious beverages, pastries and other treats.
Cadillac House is designed by global design firm Gensle and is located at 330 Hudson St. and open to the public from 7am to 7pm ET Monday through Friday and 10am to 7pm Saturday and Sunday. CINEWS/GM