by Karen Kritzer
ENTERTAINMENT. HOSPITALITY. COMMUNITY.
Three important words that are shaping the landscape of retail and brick and mortar stores. Brands are reinventing the way they present themselves to the world.
On a recent trip to New York, a visit to Cadillac House, located in the always trendy SoHo district, was in order. Cadillac brought itself out of its traditional environment and onto street level, and opened its new-concept 12,000 square foot space, Cadillac House, in June 2016.
Sure, it is about the brand and the car, but within this space it is not about selling the car. It first and foremost is a multipurpose brand experience centre.
The essence of the brand is in every detail. Classic yet modern. Sleek and sophisticated. Not the Cadillac that your grandfather used to drive. The latest models are on display featuring all of the bells and whistles and advancements in technology. Visitors are encouraged to explore the cars that are posed in a runway-like fashion within the space. They look spotless and offer the perfect backdrop and photo op for a selfie and instagram stardom.
This space offers many areas where guests can simply hang out, or perhaps hold a meeting or a brainstorming session with clients. Somehow a meeting’s agenda already seems more appealing if it is within this space.
You'll find a coffee bar featuring JOE Coffee that complements the brand and is everything that today’s consumer hopes that a brand would be: local, ethical, and tasty. The Retail Lab which is partnered with CFDA (Council of Fashion Designers of America) has a pop up shop like space that supports local designers through not only mentoring them but helping them with key skills such as merchandising. It is the perfect way to test the market and to gain exposure for a new emerging designer.
Also, a partnership with Visionaire magazine allows for gallery-like curated art shows featuring themes and specific artists which complement the space, as well as collaborations and exhibits. A current exhibit includes an interactive race track where guests can design and build a car and race it, reminiscent of hot wheels tracks but only one hundred times more exciting! Every now and then the space transforms into the backdrop for fashion shows, concerts or culinary events making it a great event space, and it becomes a brilliant way to drive traffic and create a buzz around the space.