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.

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 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

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