A person standing in a large room with glass doors.
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.

A group of people sitting on a bench outside a building.
A person walking on a sidewalk.
A car parked inside a building.

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.

A car parked in a building.
A man and a woman in a room with a car and a man sitting at a desk.
A man and a woman in a room with a table and chairs.
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

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

Related Work

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A man and woman standing in a room with a large glass ceiling.
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Additional Reading

Gensler Blog
2022
From Briefing to Experience, Designing Today’s Customer Experience Center
Gensler Blog
2020
What Will the ‘New Normal’ for Automotive Retail Look Like?
VMSD
2018
Cadillac House: Designing the brand experience.
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