General Motors Co. said Monday its Cadillac brand next month will open a brand experience center called Cadillac House in its New York City headquarters.
The luxury brand, which last year shifted its headquarters to New York and away from the Renaissance Center in Detroit, said the 12,000-square-foot ground floor space includes a coffee shop and space for events and vehicle exhibits. The site, at 330 Hudson St., officially opens to the public on June 2.
The space was designed by global firm Gensler. Cadillac has partnered with Visionaire, an art and culture magazine to provide an interactive art installation that will be new every quarter. It will seek to include “large-scale, visually arresting artwork and multi-sensory, perceptive-altering light installations,” Cadillac says.
The brand also will use the space for events such as film screenings or tech-talk events. It also will feature a partnership with the Council of Fashion Designers of America Inc. The council plans to open the Retail Lab pop-up store — a mentoring and merchandising program for designers chosen through a competitive application — in early July, first with fashion designer Timo Weiland.
“Cadillac has built its nearly 114-year history by being at the forefront of automotive design, technology and style,” Uwe Ellinghaus, Cadillac chief marketing officer, said in a statement. “With Cadillac House, we have an exciting opportunity to bring to life the brand’s unique passion and perspective for beyond the automotive space.”
Cadillac says visitors will see “an ever-evolving look inside the brand” and that it will include concerts, art and fashion and serve as a meeting place for innovators and creative types.
The brand experience center, a project under concept and development for 18 months, includes a Joe Coffee location.
Cadillac also will showcase some of its vehicles in the space, in a runway-like fashion. The company says the CT6, CTS-V and XT5 will be featured, plus the ATS-V coupe.
CFDA President and CEO Steven Kolb said the association is happy to extend its partnership with Cadillac. “By merging fashion, art, design and automotive, Cadillac House will be a new, dynamic destination in Hudson Square,” Kolb said in a statement.
In September 2014, Cadillac announced plans to establish a global headquarters in New York to help re-identify the brand as a dominant global luxury player. The headquarters on the top two floors of the 330 Hudson building officially opened in September 2015 and has about 125 people working there today. Cadillac President Johan de Nysschen has said moving the headquarters away from Detroit would put a bit of distance between the rest of GM and Cadillac so the brand could focus on itself in a city that is the epicenter of luxury.
Cadillac is operating as a separate business unit of GM; the company plans to invest $12 billion into the brand by the end of the decade, adding several new vehicles including SUVs.