Cadillac is Launching Its Own… Coffee Shop
Cadillac is opening a coffee shop on the ground floor of its New York office.
Called Cadillac House, the coffee shop and retail boutique will also feature an art gallery in the 12,000-square-foot space. Cadillac House will open to the public on June 2 and according to Bloomberg, the American automaker has been working on the multimillion-dollar project for 18 months.
The move isn’t to attract customers into the building to buy cars however; it’s an effort to tell people what they’re supposed to feel from the Cadillac brand.
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Cadillac is teaming up with creative firm and magazine Visionaire to curate an exhibit at Cadillac House each quarter while fashion brand Timo Weiland will sell clothing in a pop-up shop. Even 12:29, which has scented shows for Rodarte and Lady Gaga, will create a signature Cadillac fragrance for the room. Providing the coffee will be New York’s Joe Coffee.
The first guest artist will be Geoffrey Lillemon, who is the mastermind behind Miley Cyrus’s and Beyonce’s world tours.
[Source: Bloomberg]
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Jason Siu began his career in automotive journalism in 2003 with Modified Magazine, a property previously held by VerticalScope. As the West Coast Editor, he played a pivotal role while also extending his expertise to Modified Luxury & Exotics and Modified Mustangs. Beyond his editorial work, Jason authored two notable Cartech books. His tenure at AutoGuide.com saw him immersed in the daily news cycle, yet his passion for hands-on evaluation led him to focus on testing and product reviews, offering well-rounded recommendations to AutoGuide readers. Currently, as the Content Director for VerticalScope, Jason spearheads the content strategy for an array of online publications, a role that has him at the helm of ensuring quality and consistency across the board.
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Soon to be followed by a Cadillac whiskey distillery, then an artisanal bakery and finally a hand-made leather-goods emporium.
Since Caddy's senseless and ill advised move to its expensive digs in NYC, GM has probably told Caddy's management to generate some extra cash to pay for their exorbitant rent...Caddy's flat to lagging car sales sure aren't helping....