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.
“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.
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.