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!