Cadillac Wants To Attract Millennials Somehow, Opens A Coffee Shop

Image courtesy of Gensler

Adults under 80 apparently aren’t all that interested in General Motors’ Cadillac brand, maybe because they simply don’t connect the brand with anything that interests them. “What about coffee?” we picture someone at GM saying at the end of a very long meeting. “The kids today like coffee, right?” That’s a plausible enough origin story behind Cadillac House, a café/retail space/art gallery/I swear this is an actual thing that is going to open in June in Manhattan.

This is not meant to be like the boring old brewed coffee that you’ll find in a car dealership. Nope. Cadillac House will have a high-end café, art exhibits curated by the people behind the magazine Visionaire, and rotating fashion retail offerings. The space will be on the first floor of the company’s offices at 330 Hudson Avenue in Manhattan, where it moved from Detroit a few years ago.

“We have tried to tell people what you’re supposed to feel from the Cadillac brand,” the company’s brand director explained to Bloomberg News. “But what we hadn’t quite fully established was an environment that you could walk into.”

Yes, that’s right: there won’t be any cars in this space, except maybe for some beautiful vintage Cadillacs sitting around on display. Instead of a place where you can buy Cadillacs, the café and retail space will be a place where you can experience what Cadillac is supposed to make you feel like.

Personally, I’m holding out for a Starbucks-branded car.

Would You Hang Out at a Cadillac Coffee Shop? [Bloomberg]