There will be no sales inside the Cadillac House, the public space allocated at Cadillac’s world headquarters in SoHo, New York City. No executives will be there, no brochures, nothing.
Instead, Cadillac Chief Marketing Officer, Uwe Ellinghaus, stated it’s a place for New Yorkers to experience Cadillac like they haven’t before. Cadillac will provide art exhibits, fashion pop-ups and you may even enjoy a cup of coffee inside the space.
“Context still matters,” Cadillac CMO Uwe Ellinghaus told brandchannel. “If we can find a way to use the fact that we’re in this very cool location in SoHo and become one of the many ‘in’ places to be for the curious and the creative, the innovators and the creators, we have achieved something. And I think that this great location and the creative vibe that surrounds 330 Hudson is the perfect place to get to the creative class and crowd—but only if you offer the proper program.”
“The people we will have there will be brand ambassadors, not sales executives,” Ellinghaus noted. “If people want to buy cars they will have to go to local dealers.”
The idea to open a brand experience on location is not new to luxury brands, but Cadillac felt the idea was needed in order to show its target audience it has dumped its ways of the past, and it is ready to walk the walk, owning up to its product and message.
“We want to demonstrate how serious we are about building a contemporary auto luxury brand and that we go our own way, and walk the talk, and actually “dare greatly.” And there’s a certain amount of risk involved in this. It’s not easy to find your way in the art and fashion scene in New York, but [we] have very good partners in the entire space, and that helps a lot,” Ellinghaus stated.
The Cadillac House will open to the public on June 2, 2016, with exhibits, fashion pop-up retail spaces and more changing continuously.