Cadillac opening NYC brand experience centre

Cadillac will soon open the doors to its New York brand experience centre that will house an event space and a coffee shop.

Sprawling more than 12,000 sq.-ft. on the ground floor of the company's global headquarters, Cadillac House is "a physical manifestation" of Cadillac's culture and will feature vehicle exhibits and collaborations with independent art and design organizations.

"Cadillac has built its nearly 114-year history by being at the forefront of automotive design, technology and style," Cadillac chief marketing officer Uwe Ellinghaus said in a statement.

"With Cadillac House, we have an exciting opportunity to bring to life the brand's unique passion and perspective for beyond the automotive space."

The space will be home to several permanent partnerships and programs, according to the automaker, including a coffeehouse run by New York-based Joe Coffee, and a mentoring and merchandising program for aspiring fashion designers.

Run by the Council for Fashion Designers of Ameria (CFDA), a non-profit trade organization for North American designers, the CFDA Retail Lab "will be a multi-disciplinary haven for top-tier design talent to bring to life their vision of a brick-and-mortar boutique experience," the automaker said.

"The CFDA is excited to extend its partnership with Cadillac through Retail Lab and to be part in the launch of Cadillac House," Steven Kolb, president and CEO of the CFDA, said in a statement from Cadillac.

"By merging fashion, art, design and automotive, Cadillac House will be a new, dynamic destination in Hudson Square."

The space will also host a rotating interactive art installation run by arts and culture magazine Visionaire.

Cadillac House is located at 330 Hudson St. and will be open to the public seven days a week.

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