Photo: Cadillac
Cadillac turns to art and fashion to lure potential customers into its most recent concept, the Cadillac House.
Instead of just a dealership at the ground floor of the Cadillac headquarters, as some automakers might attempt, the American brand went for an approach known as a “concept store.”
We are talking about a 12,000-square-foot space located in New York’s SoHo neighborhood, so this experiment is not something hidden on an emerging market, but right at the heart of the Big Apple.
Don’t go running to it just yet, as it will be opened in June this year, and it will bring its first visitors through events that will be hosted there.
Cadillac already signed a partnership with the Council of Fashion Designers of America, as well as the art magazine Visionaire for the new “Cadillac House.” This means that both partners will be able to organize events there, while Cadillac exhibits its latest models.
When the Cadillac House is not hosting an exhibition, visitors will be able to enjoy an art gallery, a pop-up fashion store, and a coffee shop. The latter comes from Joe Coffee, while the previous elements will be in constant change. The first artist to hold an exhibit in the Cadillac House is Geoffrey Lillemon.
Naturally, Cadillac models will be present on the floor, but don’t expect a visit to this place to be like your local dealer of whatever premium brand you can find nearby. Instead of selling cars, Cadillac employees on hand will be there to answer questions. The role of this space is to make it so that “someone can see themselves in a Cadillac,” as Melody Lee, Cadillac’s director of brand marketing explained.
The American brand chose this approach because it believes that relevance is linked to culture, so people already interested in high-end art and fashion might intersect with the values of this brand. This strategy mirrors the company’s latest “Dare Greatly” thematic, where the brand encourages and sponsors people to do daring things.
We are talking about a 12,000-square-foot space located in New York’s SoHo neighborhood, so this experiment is not something hidden on an emerging market, but right at the heart of the Big Apple.
Don’t go running to it just yet, as it will be opened in June this year, and it will bring its first visitors through events that will be hosted there.
Cadillac already signed a partnership with the Council of Fashion Designers of America, as well as the art magazine Visionaire for the new “Cadillac House.” This means that both partners will be able to organize events there, while Cadillac exhibits its latest models.
When the Cadillac House is not hosting an exhibition, visitors will be able to enjoy an art gallery, a pop-up fashion store, and a coffee shop. The latter comes from Joe Coffee, while the previous elements will be in constant change. The first artist to hold an exhibit in the Cadillac House is Geoffrey Lillemon.
Naturally, Cadillac models will be present on the floor, but don’t expect a visit to this place to be like your local dealer of whatever premium brand you can find nearby. Instead of selling cars, Cadillac employees on hand will be there to answer questions. The role of this space is to make it so that “someone can see themselves in a Cadillac,” as Melody Lee, Cadillac’s director of brand marketing explained.
The American brand chose this approach because it believes that relevance is linked to culture, so people already interested in high-end art and fashion might intersect with the values of this brand. This strategy mirrors the company’s latest “Dare Greatly” thematic, where the brand encourages and sponsors people to do daring things.
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