A person walking through a hallway.
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.


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.

A person standing next to a display.
A person standing in front of a wall of computer screens.
A car parked inside a building.
A white car parked on a staircase.
Technical Specifications
46,000 sqft
across three floors
A person standing in a large room.
A building with a curved roof.
A spiral staircase with a few people.
A person standing in a hallway.

Services Provided

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


  • 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
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