Cadillac House, Shanghai

Translating an American icon

Building on 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.

A group of people standing in front of a display of pictures.

A group of people sitting on a large white table.

A person walking in a room with many speakers.

Challenge

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.

Purpose

Multi-sensory experiences convey the feel of the brand and its products, expressing the past, present, and future of “the world within Cadillac.”

Experience

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.

A person standing in front of a wall of computer screens.

Technical Specifications

46,000 sqft

across three floors

360-degree

displays

Services Provided

Architectural Design
Brand Strategy
Creative Technology
Digital Design
Experience Strategy
Interior Design
User Experience Design

Praise

SHOP Retail Design Awards, Gold Winner, 2020
Fast Company Innovation by Design Awards, Retail Environments, Finalist, 2019
Retail Design Institute International Store Design Awards, Finalist, 2019
Interior Design Magazine, Best of Year Awards, Showroom Honoree, 2019
LEED Platinum Certified