Last December, we showed you photos of Cadillac’s new offices in Warren, Michigan – which are situated right across the street from General Motors’ Warren Tech Center. The luxury brand’s new pad is far less upscale than its old headquarters in Manhattan’s trendy SoHo neighbourhood, but its location will make communication between Cadillac execs and those engineering its products easier.
Now Cadillac’s former New York City offices have found a new tenant in the way of advertising agency DeVito/Verdi, according to Crain’s New York Business. The company, which counts Cadillac rival BMW among its former clients, has moved from a unit at 100 Fifth Ave. to a 17,175-square-foot space occupying the entire top level of the 16-story building at 330 Hudson St. This is only part of the large space that was once occupied by Cadillac.
Cadillac moved from Detroit to New York City in 2014 in an attempt to attract younger talent to the brand and also better align itself with the Gen X and Millenial buyers it is trying to win over. Current Cadillac boss Steve Carlisle then pulled the plug on the operation shortly after he replaced Johan de Nysschen, choosing to position Cadillac closer to its engineering operations as it prepares to fill its portfolio with more hybrids and EVs.
General Motors gutted the penthouse office space before Cadillac moved in, redecorating it and setting up a hip cafe/showroom in the base of the building called Cadillac House. Ellis Verdi, president of DeVito/Verdi, praised the SoHo neighbourhood in a press release announcing the move, along with the office space itself.
“It’s a phenomenal space with great views, a great layout and a location that will further inspire our creative and digital teams,” he said. “We started downtown, but downtown didn’t look like this in the ’90s. It’s great to be part of this vibrant, modern neighborhood.”
Source: Crain’s New York Business