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CADILLAC HOUSE: The Most Spectacular New Mecca for Selfie Culture

CADILLAC HOUSE: The Most Spectacular New Mecca for Selfie Culture

Wrote about Cadillac House when it first opened and was underwhelmed. Since then, they have dialed up their game thru collaborations with Visionaire and Neuehouse. Am still not convinced that any of this will move the needle one iota to make Cadillac more desirable for young influencers (the only person I saw anywhere near the cars, was a security guard, asleep at the wheel of one!!).

For those of you who are not familiar with Cadillac House, it functions simultaneously as a gallery, retail space, café and exhibition area for the brand’s new vehicles—a venue with an ever-evolving Cadillac point of view on subjects beyond automotive design.  It is located on the ground floor of their new headquarters in Soho. The move from Detroit was designed to show the brand’s commitment to innovation as well as make Cadillac cooler and more aspirational for millennials.

But business objectives aside, big kudos to VISIONAIRE and TOILETPAPER Magazine (co-created by artist Maurizio Cattelan and photographer Pierpaolo Ferrari) for this spectacular ‘more is more’ installation.

Judging by what I experienced this past Sunday, these wild, psychedelic domestic settings will become THE mecca for Selfie Culture. Expect to see your Instagram, Snapchat and Facebook flooded with images of visitors creatively inserting themselves into different parts of the installation. SO MUCH FUN!! Check it out in the video above as well as the pics below.

The show opened early February for NYFW and will run through April 12. It’s open 7 days a week and it’s FREE!
The Gallery at Cadillac House
330 Hudson Street New York City
Mon–Fri 8am–7pm Sat–Sun 10am–5pm

See below for more on the show and many more pics!

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Experiences vs. Advertising: It’s got to be social-media-worthy

Experiences vs. Advertising: It’s got to be social-media-worthy
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experiences

I’m increasingly seeing companies shift their focus and budgets away from traditional TV and print ads to experiences (pop ups, unique flagships, festivals, events). When successful, this not only brings the brand to life in a unique and authentic way, it also makes you want to share the experience with everyone you know through social media.

Here’s a rundown of some brands I’ve noticed going this route – some more successfully than others!

Samsung 837

This is one of the best brand experiences I’ve seen. In Manhattan’s meatpacking district, the new Samsung flagship was designed by noted architect Morris Adjmi. It’s fun, creative, tech-forward, great for social media (especially the giant selfie station, the instagram tunnel and all the live events they stage there).

Cadillac House

On the ground floor of Cadillac’s new corporate HQs on Hudson Street in downtown Manhattan. Clearly riffing on Soho House and Neuehouse, this car showroom never quite succeeds. There’s coffee and fashion and conference tables but it feels soulless. Instead of creating the kind of cool gathering spot outlined in the press materials, all you get is a hyped up car showroom!

Ford Escape NYC

I was intrigued to check this out but all 1000 slots filled up in 24 hours. In case you also missed it, here’s the details: Ford teamed up with Victor Blake, the famous puzzle whiz, to design the world’s first Escape the Room immersive driving experience. It was held June 23-26 at the 35K sq. ft. Moynihan Station in Midtown Manhattan. Zero buzz on this since the event so wondering how it played out – some of it sounded pretty contrived (Bushwick art party).

NFL and Cirque du Soleil to open an interactive experience in Times Square in 2017

It’ll be the first sports venture for Cirque du Soleil. “We see the NFL Times Square experience as an opportunity to leverage our creativity to bring to life another one of the world’s greatest brands and expand our capabilities beyond live productions,” Scott Zeiger, Cirque du Soleil Theatrical President and Managing Director told CNBC. The announcement comes at a time when traditional retailers and malls are working harder to create consumer experiences, fighting off competition from online shopping.

Hotel brands turn to storytelling and social media-ready experiences to differentiate themselves

In the age of social media, no better endorsement exists than guests taking photos of themselves at a property and posting them online. Anticipating what those social media moments might be is now as much a part of the design process as is selecting the right fabrics and fixtures.

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Millennial Update: they’re on the move, love food, value experiences over stuff

Millennial Update: they’re on the move, love food, value experiences over stuff
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millennials april recap

Here’s my April update on what’s new with millennials including top cities they’re moving to (and why), how hotels and car brands are getting on their radar and 10 reasons why it’s good to be a millennial (by a millennial!).

A few highlights:

Millennials are moving for love and urban experiences e.g.restaurants with instagram-worthy food are a must. Top 5 cities they’re moving to: Dallas, Chicago, Denver, Seattle and Atlanta.

When it comes to buying a home, LendingTree data shows Boston topped the list with 52.5% of all mortgage requests coming from millennials, followed by Pittsburgh and Washington, D.C.

Millennials are tough customers: They research everything, 60% use social media to interact with companies and they expect an almost immediate response.

When it comes to travel and hotels, they are much more likely to book something on the fly when presented with a promotion. 20% browse the web exclusively on their mobile devices. They trust peer reviews and check over 10 sites before making a decision. This digital word-of-mouth is often the defining factor when booking a hotel room.

Millennials love their pets – ownership is up and they spend over $10B on them annually.

Cadillac is the latest brand focusing its marketing efforts primarily towards millennials with sponsored events like Men’s Fashion Week. I remain skeptical any of this will work for this brand.

Read below for more detailed information:

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