With new specialty coffee shops percolating all over New York City, why not one dedicated to fans of Cadillac?
The Detroit automaker will open the doors to Cadillac House on the ground floor of it offices in Tribeca in June, with the city’s Joe Coffee providing the caffeine.
The 12,000-square foot space will serve as a coffee house, but also a venue for art and fashion events, with creative firm and magazine Visionaire curating an exhibit each quarter.
The concept isn’t foreign to some French automakers.
Renault operates L’Aterlier Renault, an impressive two-story flagship store on the Champs-Elysees in Paris, that features a bar, coffee shop and top chefs creating an exclusive menu for the venue, while its rivals Peugeot and Citroen also have large exhibits just down the street.
The point of the pop ups aren’t to sell cars, but to bring the brands to life in new ways for owners and individuals that may now necessarily be familiar with the carmakers.
So too is Cadillac—which is in the midst of rolling out new and redesigned models—looking to rev up its image through other lifestyle brands.
In addition to Visionaire, Timo Weiland will sell clothing at the store. There will also be a Cadillac fragrance available to purchase, created by 12.29, which has worked with Lady Gaga and Rodarte in the past.
Where to Find Cadillac House:
Address: 330 Hudson Street in New York City.
Hours: 7 a.m. to 7 p.m. Monday through Friday and from 10 a.m. to 7 p.m. Saturday and Sunday