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.
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.