Cadillac House, New York

Rebirth of an icon

Gensler partnered with Cadillac to create Cadillac House, a pathbreaking customer experience center and multi-functional space programmed to raise brand awareness among urban creatives.

Challenge

In 2016 Cadillac embarked on a multiyear journey to revitalize its brand image, seeking to evolve its story and appeal to a new generation of customers around the world.

Purpose

More than beautiful cars and glamorous history, we brought to life the brand’s passion and creative vision beyond the automotive realm and encouraged consumers to experience Cadillac in new and inspiring ways.

Experience

This multifunctional space included a coffee shop, art gallery, and high fashion pop-up retail. Immersive and flexible, the new brand platform easily transformed for events, shows, and partner collaborations with 72 dynamic digital displays.

Outcomes
30 min
average dwell time
1.7 billion
earned media impressions
167,000
total visitors
67%
repeat visitation

Services Provided

  • Architectural Design
  • Brand Strategy & Design
  • Content Design & Production
  • Creative Technology
  • Experience Strategy
  • Interior Design

Praise

  • Best Showroom, Interior Design, NYCxDesign, 2017
  • Silver Award, Creative Space in Retail Environment, Shop! Design Awards, 2017
  • Winner, Retail Design Institute, 2017
  • Best of Year, Showroom, Interior Design, 2016