Cadillac Cafe luxury car brand to find another way out
Luxury car brand Cadillac has done a lot of work in the fashion and art world over the past year. Now it offers something as addictive as fashion-caffeine.
The latest idea is called Cadillac Cafe, a coffee shop or retail store with art galleries and custom perfumes.
The 12000-square-foot coffee shop, located on the ground floor of Cadillac's New York office, will open to the public on June 2. It goes far beyond another big brand, first Capital, which has successfully built its own cafe. Cadillac says the company has been working on the multimillion-dollar project for the past 18 months.
This may be a strange concept. The idea of "having a cup of coffee in any place that looks like a car store" is not a good idea, and it is very different from the idea of giving customers a sense of luxury.
But the purpose of the new place is not to sell cars. This time Cadillac has persuaded some respected fashion celebrities and companies to make the place more unique. For example, fashion magazine and creative company Visionaire will hold an exhibition at Cadillac Cafe every quarter, while fashion brand Timo Weiland will at some point sell clothes in Cadillac Cafe as a store. 12.29, which perfumes Lady Gaga and Rodat shows, will produce an iconic Cadillac perfume for Cadillac Cafe, while New York's Joe Coffee will provide Cadillac coffee beans.
McGrady Lee, Cadillac brand director, said: "We have tried to tell people how the Cadillac brand feels, but what we are not entirely sure is the environment that people may enter."
In a telephone interview from New York this week, Visionaire founder Cecilia Dean said she really enjoyed drinking coffee and watching art in places like Cadillac Cafe. This is both unexpected and exciting, so the idea is likely to succeed. "We like to liberate people's minds, and we have designed public art facilities in the past to make them more interactive and shared."
Dean invited Jeffrey Leleman to be the first guest artist in Cadillac Cafe. Since Lehrman was the planner of the very successful and visually fascinating world tour held by stars such as Miley Cyrus and Beyonce, for him, working with such a long-established car company is a counterintuitive choice.
But this is exactly what Cadillac needs.
Cadillac Cafe is located at 330 Hudson Street, New York City. It will be open to the public from 7 a.m. to 7 p.m. eastern time from Monday to Friday and from 10:00 to 7 p.m. on Saturdays and Sundays. (sunny day)
Source: network
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