When American motoring mainstay Cadillac took on new management and changed addresses in 2015, moving from its historical headquarters in the motor city of Detroit to a new location in downtown Manhattan, critics questioned whether the shift was the beginning of a new revival or a misstep.
However, the brand decided that being situated in the heart of Soho positioned it to take on a more forward-facing, international outlook – something that was cemented with its latest project, Cadillac House.
Rather than using the ground floor of its offices as a typical showroom or reception, Cadillac aimed to transform the space into a "multi-experience centre" where passers-by could drop in to admire the latest car models – or grab a coffee and socialise. Cadillac tasked American design and architecture firm Gensler with creating the space; the company has worked with the brand on a number of projects around the world over the years, including its new headquarters. After two years of conceptualisation and development, Cadillac House finally opened this June.
At first glance, Cadillac’s partnership choices in Cadillac House are certainly a little unconventional for a motoring brand – it comprises an art gallery, created in collaboration with New York arts and culture magazine Visionaire; the Retail Lab, a pop-up shop developed with the Council of Fashion Designers of America where up-and-coming fashion designers can sell their creations after engaging in a competitive selection process; and a cafe by Joe Coffee, a local family-owned coffee house. But these partners were carefully chosen in order to attract a new breed of people to the brand and to solidify its footing in its new home.
"The brand was reborn in New York and is reaching out to a new kind of customer through a cultural connection," explains John Bricker, a partner and creative director at Gensler. "Cadillac needed to embrace their heritage, but also focus on the creative class with a downtown urban sensibility. This new customer is already interested in art, fashion, design architecture, food and culture. Cadillac House is about providing a space for people to explore these interests while also interacting with the Cadillac brand."
Given the brand’s strong American roots and long history, Gensler could have easily gone with a classic Americana aesthetic – but instead, the 12,000-sqare-foot space exudes a modern sense of cool. Featuring a mostly open layout that maximises its spaciousness, Cadillac House’s different areas are separated by grids, columns and the blocking of different colours in the flooring, rather than being closed off with walls. Its sleek, monochrome palette keeps the spotlight purely on Cadillac’s cars, but the use of materials such as glass, mirrors, marble and warm woods prevent the space from being a stark, sterile white box. Neon-yellow accents found in the cushions and carpeting add a touch of vivacity and reflect the colour scheme of the brand’s logo.
The design doesn’t neglect the brand’s history and identity, either: it’s present in subtle touches and dramatic statements, from the asymmetrical black grid dividers (that also mirror the brand’s logo) to the vintage Cadillac on the patio. An element of particular note is the leather-wrapped handles on the front door of the space, which evoke the sensation of gripping a leather-wrapped steering wheel.
Departing from the typically sterile car-showroom layout, Cadillac House showcases its latest models on a "runway" at the centre of the space. Instantly drawing the eye upon entry, the runway is flanked by columns, with dimmable neon lights illuminating it from above and a large screen placed at the end. While the columns are an idiosyncrasy of the building rather than a specific architectural choice, Gensler used the structures to its advantage by mounting a video display system on them. Not only do the screens enhance the modern, dynamic feel of the space, their content can be easily altered in order to transform the runway in accordance with whatever event Cadillac House is currently hosting – whether it’s a fashion show, an art installation or an intimate dinner.
The end result is a multi-dimensional space that offers new ways to experience the Cadillac brand without neglecting motoring enthusiasts or its long-time customers. "Retail today is about an experience, not just a product," concludes John. "A space that is highly programmable is essential – and keeps your customer coming back to see and experience new things."
