Translating an American icon
Building off the success of Cadillac House New York, the luxury automaker partnered with Gensler to design a brand experience in Shanghai introducing Chinese consumers to Cadillac’s storied legacy.
Cadillac tasked Gensler with developing a project program through the lens of a Chinese audience discovering the brand, with an immersive visitor experience specially geared toward China’s emerging creative class.
Multi-sensory experiences convey the feel of the brand and its products, expressing the past, present, and future of “the world within Cadillac.”
As visitors ascend the three-story building, the level of engagement with the brand deepens, with cultural experiences, digital and tactile exhibits, interactive touchpoints, and personalized moments that create a holistic brand journey.
- Architectural Design
- Brand Strategy
- Creative Technology
- Digital Design
- Experience Strategy
- Interior Design
- User Experience Design
- Gold Winner, Shop! SHOP Retail Design Awards, 2020
- Finalist, Retail Environments, Fast Company Innovation by Design Awards, 2019
- Finalist, Retail Design Institute, International Store Design Awards, 2019
- Showroom Honoree, Interior Design Magazine Best of Year Awards, 2019
- LEED Platinum Certified