Cadillac House in NYC Welcomes Innovators, Creators—and the Local Community

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General Motors has a new home in New York City—but it’s not a dealership. Cadillac House is a 2,000 square foot space located in Soho, which will serve as a public gathering area for NYC’s most curious: artists, innovators, creators and movers and shakers. That’s right, we said public—that means it’s open to everyone.

Located on the ground floor of the company’s global headquarters (and designed beautifully by rockstar design house/leader Gensler), Cadillac house will offer the local community a place to hang out or work, a Joe Coffee bar, a retail space for up-and-coming designers, a gallery supporting emerging local artists, and a rotating location for events, vehicle exhibitions and collaborative partnerships with pioneering organizations, such as the CFDA and Visionaries.

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“While Cadillac product will be featured prominently, Cadillac House is more about placing the brand at the heart of art, fashion, design, film and community,” Melody Lee, Cadillac’s Director of Brand Marketing told Cool Hunting. “It’s about Cadillac finding points of intersection for the brand with our customers’ passions and interests, and being the brand that helps them pursue them,” Lee said.

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With consumer attention so fragmented, it’s a smart investment to be of service to a community; to be on the ground engaging in conversations and tapping into the power of human connection. Contrary to popular knowledge, millennials’ demand for cars is actually growing quickly. We’ve all just gotten savvier, and the one- way advertising paradigm is no longer as effective as it was in the Mad Men days.

Nathan Tan, the Associate Director of Brand Partnerships and Experiences, drives home my point. “Cadillac House is our commitment to substantively investing in and shaping culture rather than just co-opting it for our own gain. Cadillac House is a statement of intent that brands can and should be producers of culture, not just advertisers.”

We can’t wait to visit!

Photos provided by Gensler.

About Lindsay E. Brown
Lindsay E. Brown is the managing editor of Eco-Chick, the world's first sustainable living site for women. She created the long-running interview series “Heroines for the Planet” that features groundbreaking women who share courage and a deep passion for protecting people and the Earth. Lindsay previously served as Director of Communications at the social enterprise CBS EcoMedia where she was awarded CBS Corporation’s Share-the-Vision award. She has written for Whole Living Magazine, Edible, Cottages & Gardens, From The Grapevine, EarthHour.org, Eco-Age.com, and for environmentalist Laura Turner Seydel. Lindsay has been featured as an ethical fashion and beauty expert on Z Living and was named in Ecover’s “30 Under 30″ contest which recognized those who are making a sustainable difference in their community. Lindsay holds a BS in Global Business Studies and Marketing from Manhattan College, and received the 2012 Honors Award at Columbia University Graduate School of Journalism.

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