Cadillac Unveils Lifestyle Concept Centre in New York

By Paul Joseph

American car brand Cadillac has opened an innovative new lifestyle concept centre in New York.

Billed as allowing consumers to view Cadillac as a lifestyle rather than a product, the 12,000 square foot space, located on the ground-floor of Cadillac’s New York headquarters, has been made into a creative experience with a coffee shop, art gallery and fashion retail pop-up shop.

Cadillac House will showcase the Cadillac lifestyle with rotating exhibitions in partnership with the Council of Fashion Designers of America (CFDA) and Visionaire magazine.

Melody Lee, Cadillac’s director of brand marketing, said: “Our challenge is to make it so that someone can actually see themselves in a Cadillac. To do that, they have to find the brand relevant to their lifestyle.

“Being relevant means being culturally relevant. Customers already are interested in art and film and fashion, and this is intended to make it easier for them to have their interests intersect with the Cadillac brand.”

Visionaire will help select artists to share their work in Cadillac House’s gallery space, which will boast a changing selection of artists.

The art will be complimented by a roster of new fashion designers who will be selling their creations at the House’s pop-up shop.

By Paul Joseph