Cadillac House, Shanghai

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.

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.

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

  • 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
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