The famous automotive company is exploring new areas with their ‘Cadillac House’ located in New York City. The space is designed to be a hub of creative activity, with a complex display system that can be customized for gallery openings, film viewings, and fashion shows. But more important than any one event, the Cadillac House will primarily be a center for more casual gatherings and the exchange of ideas, holding a similar social role to an eighteenth-century coffeehouse. More than a showroom for luxury cars but still the best place to see luxury cars!
“There are alternate seating groups so that the people can socialize or be on their own,” said John Bricker, Creative Director at Gensler, a company which has worked with Cadillac for years. “The goal is to have people come here that live in the neighborhood; to stay and hang out with free Wi-Fi, have a coffee, have a meeting and socialize.”
Though the Cadillac House is much more than a vehicle showroom, it does make a nod to the company’s past with the inclusion of a vintage Cadillac and smaller car models.
The design of the space is sleek and modern, but with organic touches, such as the marble and wood coffee bar. The coffee served is, of course, a local brand, as the company sees this as important for maintaining an image of relevance and authenticity.
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Roughly 200 square feet of the space is taken up by the coffee component, which includes a bar stocked with a custom black-on-black 2-group La Marzocco Strada EE paired with two Nuova Simonelli Mythos grinders, a small Fetco for batch brewing and a Kalita and Chemex manual brew bar. There’s seating at the counter, a nearby communal table and other seating and lounge areas spread out around the space. A small light food menu will include locally-made sweets such as donuts and pastries, as well as some unique chocolates made by Bon Bon Bon, a company based in Cadillac’s former hometown.
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“Cadillac has built its nearly 114-year history by being at the forefront of automotive design, technology and style,” said Uwe Ellinghaus, Cadillac Chief Marketing Officer. “With Cadillac House, we have an exciting opportunity to bring to life the brand’s unique passion and perspective for beyond the automotive space.”
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