Cadillac has opened 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.
The 12,000 sq ft permanent space, designed by global design firm Gensler and located at 330 Hudson Street, will open to the public from June 2, 2016. It will serve as a rotating location for events, vehicle exhibitions and collaborative partnerships with pioneering organisations, such as the Council of Fashion Designers of America (CFDA) and Visionaire.
Visitors will 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 to be a meeting place where innovators, creators and the curious can find inspiration and one another.
The space will be home to several always-on partnerships and programmes that will continue to evolve throughout the year, delivering interactive experiences for visitors.
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 it will feature large-scale, visually arresting artwork and multi-sensory, perceptive-altering light installations.
Cadillac House will also be home to the Retail Lab, a concept developed by 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.
Cadillac’s commitment as a positive and responsible neighbour will be reflected in a partnership with New York-based Joe Coffee. The local specialty coffeehouse will run a cafe within Cadillac House to provide visitors with delicious beverages, pastries and other treats.
As home to CFDA and Cadillac Retail Lab, the space will be a multi-disciplinary haven for top-tier design talent to bring to life their vision of a brick-and-mortar boutique experience.
“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.” 
Check out another “brand space”, by Lexus.
