In 2016 it takes more than a television ad to capture consumer’s attention. Cadillac is one of the many brands expanding their marketing efforts to include more interactive experiences. Their latest innovation, Cadillac House, will allow consumers to view Cadillac as a lifestyle rather than a product.
The 12,000 square-foot space on the ground-floor of their New York City headquarters has been made into a creative experience with a coffee shop, art gallery and fashion retail pop-up shop. All of which are centered around a sleek display of Cadillac cars, of course. Cadillac House, which opens in June, will showing off the Cadillac lifestyle with rotating exhibitions in partnership with the Council of Fashion Designers of America (CFDA) and Visionaire magazine.
Visionaire will help select artists to share their work in Cadillac House’s gallery space, which will boast a changing selection of artists. The first artist on the line-up will be Geoffrey Lillemon, who acted as creative director on Miley Cyrus’ Bangerz World Tour. 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. The experience will be made complete with delicious brews from Joe Coffee, who have created a uniquely made Cadillac House blend just for the space.
Melody Lee, Cadillac’s director of brand marketing explains that, “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,” she said. “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.”
Uwe Ellinghaus, Cadillac Chief Marketing Officer continues, “Cadillac has built its nearly 114-year history by being at the forefront of automotive design, technology and style. With Cadillac House, we have an exciting opportunity to bring to life the brand’s unique passion and perspective for beyond the automotive space.”