Cadillac is opening a coffee shop on the ground floor of its New York office.
Called Cadillac House, the coffee shop and retail boutique will also feature an art gallery in the 12,000-square-foot space. Cadillac House will open to the public on June 2 and according to Bloomberg, the American automaker has been working on the multimillion-dollar project for 18 months.
The move isn’t to attract customers into the building to buy cars however; it’s an effort to tell people what they’re supposed to feel from the Cadillac brand.
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Cadillac is teaming up with creative firm and magazine Visionaire to curate an exhibit at Cadillac House each quarter while fashion brand Timo Weiland will sell clothing in a pop-up shop. Even 12:29, which has scented shows for Rodarte and Lady Gaga, will create a signature Cadillac fragrance for the room. Providing the coffee will be New York’s Joe Coffee.
The first guest artist will be Geoffrey Lillemon, who is the mastermind behind Miley Cyrus’s and Beyonce’s world tours.
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