Cadillac House Launch | Cadillac | Work
Cadillac was transforming, from a traditional automaker into a luxury lifestyle brand. As a flagpole event on this journey of change, the brand created Cadillac House – a new venue that was imagined as part luxury automotive showroom, part public meeting place, and part versatile gallery space. They tapped us to launch it into the public imagination.
Our primary goal was to leverage the launch to communicate the values of the new Cadillac, using the opening as a metaphor for the brand’s broader transformation. In addition to introducing Cadillac House to its Hudson Square neighbors, we were tasked with driving buzz and widespread media coverage for the global luxury brand and its “Dare Greatly” mantra.
We created a strategically tiered series of events that communicated to press, influencers and the Hudson Square community that Cadillac House was the new hub of collaboration for NYC’s hottest emerging creative center. It was a VIP celebration, block party and house warming all rolled into one.
We wrapped the entire building in a shimmering branded curtain, with a countdown clock front and center the week before launch to build buzz.
On the big day, we shut down Hudson Street from Charlton to Vandam and transformed it into a festival. Cadillac CEO Johan de Nysschen and New York Governor, Andrew Cuomo, gave opening remarks about the changing face of Cadillac and New York City, after which we dropped the curtain and unveiled the space to the public.
Then, we brought the streets to life with music and upscale bites served from local vendors/restaurants. The evening’s capstone event was a surprise live set by My Morning Jacket’s Jim James, who performed on an open-air stage erected in the front of Cadillac House.
Launch activity resulted in over 200M media impressions, with over 2,000 influencers, VIPs, and local creators in attendance.