Cadillac House, General Motors’ plan to parade the American luxury brand in front of potential customers through a bespoke, museum-like experience, now has a new location in Shanghai that’s open. The location, a three-story, 6,444-square-meter space, will function as “contemporary museum and cultural center for Cadillac.” Customers will experience the brand’s luxurious legacy and future technologies. It sits across the street from SAIC-GM’s Cadillac Plant.
“This amazing new facility provides an immersive experience for our local customers in all things Cadillac,” said Steve Carlisle, president of Cadillac in a prepared statement. “It raises the bar for brand presence that reflects our continuous commitment to our global customers.”
The prime location next to the factory allows customers to see their vehicle being built and then take delivery at the Water Stage outside Cadillac House, which includes a turntable at the center of the fountain.
The first floor, called Cadillac Arena, is billed as “expansive and flexible.” It’s a multimedia venue that houses the Cadillac Life display that highlights the brand’s partnerships with designers. A similar staircase takes visitors to the second floor where there’s the Virtual Reality, Digital Forest, Cadillac Soundscape where visitors can explore more than 100 songs that feature Cadillac. The third floor, which visitors get to via a “Guggenheim-inspired staircase,” is home to an auditorium for media events and a VIP lounge for private meetings.
“This sophisticated setting represents another important chapter for Cadillac,” said General Motors CEO and chairman Mary Barra at the opening ceremony in Shanghai. “Cadillac is fully determined to affirm its status as the pinnacle of luxury and technology.”
The first Cadillac House opened in 2016 in New York City in the same building as Cadillac’s headquarters, which has since moved back to Michigan. The goal of such spaces is for Cadillac to deliver a rich, high-end experience to people without the pressure of salespeople, brochures, and other high-pressure sales tactics. Previous Houses have been home to art exhibits, fashion pop-ups, and even coffee shops. There is a Cadillac House in Munich, Germany, too.