An investment in the coffee industry; an auto giant is about to open a cafe.
A car giant is going to open a cafe, and a car maker is going to play a big role in the catering industry. So, who is this brand? this car giant is Cadillac. The investment in the coffee industry stems from the brand's pursuit of fashion and art, thus giving the brand more cultural connotations. This time, the Cadillac Cafe is not just a place to taste coffee, but an art gallery and a coffee shop or retail store with custom perfume.
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's cafe is part of the brand's work in art and fashion, and its uniqueness makes it so attractive that it can watch fashion exhibitions and smell unique perfume. Who doesn't like it?
- Prev
Domestic coffee has entered the fourth stage of the boutique era.
The first stage: Nestl é starts its day with a good day, influencing and transforming the way of life of Chinese people, so that more people can try and accept coffee. The second stage: Shangdao Cafe, advocating freshly ground coffee to make more people accept the original coffee, and expanding all over China with its chain business model. Shangdao Cafe opened more than 2600 coffee in mainland China at this stage.
- Next
In order to occupy a favorable position in the coffee industry-how should coffee companies put new products into the market?
(1) to determine the appropriate launch time, coffee enterprises should choose the best time to launch new products, especially seasonal products without delay or delay. In the case that competitors will launch new products similar to those of enterprises, they can not only enter the market first to establish consumers' awareness and preference for brands, but also delay entry, so as to save advertising costs and understand the opposite of market demand.
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