The famous automotive company is exploring new areas with their ‘Cadillac House’ located in New York City. The space is designed to be a hub of creative activity, with a complex display system that can be customized for gallery openings, film viewings, and fashion shows. But more important than any one event, the Cadillac House will primarily be a center for more casual gatherings and the exchange of ideas, holding a similar social role to an eighteenth-century coffee house.

“There are alternate seating groups so that the people can socialize or be on their own,” said John Bricker, Creative Director at Gensler, a company which has worked with Cadillac for years. “The goal is to have people come here that live in the neighborhood; to stay and hang out with free Wi-Fi, have a coffee, have a meeting and socialize.”

Though the Cadillac House is much more than a vehicle showroom, it does make a nod to the company’s past with the inclusion of a vintage Cadillac and smaller car models. The design of the space is sleek and modern, but with organic touches, such as the marble and wood coffee bar. The coffee served is, of course, a local brand, as the company sees this as important for maintaining an image of relevance and authenticity.

According to Nathan Tan, the Associate Director of Brand Partnerships and Experiences, “Cadillac House is our commitment to substantively investing in and shaping culture rather than just co-opting it for our own gain. Cadillac House is a statement of intent that brands can and should be producers of culture, not just advertisers.”

“Cadillac has built its nearly 114-year history by being at the forefront of automotive design, technology and style,” said Uwe Ellinghaus, Cadillac Chief Marketing Officer. “With Cadillac House, we have an exciting opportunity to bring to life the brand’s unique passion and perspective for beyond the automotive space.”