Cadillac turned the ground floor of headquarters into an art cafe.

The lifestyle and petty bourgeois sentiment represented by coffee seem to match many brands, especially those that want to attract millennials in pursuit of freedom and personality. Car brands have been addicted to caffeine in recent years.

Not long ago, Mercedes-Benz opened Mercedes me, an urban experience store with a coffee shop in Sanlitun, Beijing. On June 2nd, the 12000-square-foot Cadillac House on the ground floor of Cadillac's New York headquarters will soon be available, this time creating a brand experience space that combines cafes, art exhibitions and galleries.

External to Cadillac House

Canal Street in Manhattan, New York, where Cadillac House is located, is already a fashion and art exhibition landmark, and Cadillac has invested millions of dollars over the past 18 months to build a different car experience store. It strives to find the interest of the young target audience and be close to their way of life.

"the relevance between brands and target consumers is very important, and only by finding what they are interested in can they be attracted." Cadillac brand director Melody Lee said.

When you walk into Cadillac House, you will feel the exclusive smell of "Cadillac". They have invited the independent fragrance and candle brand 12.29to design "Cadillac" perfume, which has also provided fragrance for Lady Gaga and Rodat performances.

Cadillac House internal

Cadillac House's art area is created by Visionaire, a fashion magazine and creative company, and holds an exhibition here every quarter. The first person invited to participate in the exhibition was Amosterdam artist Geoffrey Lillemon, who had a strong visual style.

Designer products are sold instead of cars, and part of the retail store is planned by Cadillac and the American Association of Fashion designers (CFDA). Fashion brand Timo Weiland will sell clothes here in a flash fashion, with young designers from a range of technology and creative fields involved, which will be the focus of Cadillac House's recent marketing.