Leveraging Lifestyle Cadillac’s Dealership Without Cars

Now 126 years old, US car brand Cadillac is bidding to redefine the urban dealership with a new NYC space – Cadillac House – that ditches the traditional hard sell in favour of conveying its relevance as a lifestyle brand.

Another car brand selling the lifestyle dream as opposed to just the product. We love the way car dealerships are increasingly becoming brand experiences rather than sales rooms.

There are no cars for sale – only current and vintage models used for contextual visual merchandising purposes. The 12,000 sq ft space also features a café, art gallery and a lifestyle boutique stocked with clothing from US fashion retailer Timo Weiland.

Idea Room is an initiative from Silk Road