In 2022, Cadillac launched its first-ever retailtainment experience: the Cadillac ELECTRIQ Theater. Located at Americana at Brand in Glendale, CA, this futuristic experience supported the launch of Cadillac’s all-electric 2023 LYRIQ, as well as showcases its inspiring vision for luxury travel.
A 120-year-old iconic American luxury brand, Cadillac is moving all-electric, and needed to showcase its vision and new all-electric LYRIQ to key audiences. The Cadillac ELECTRIQ Theater melded art and breakthrough creative technology to tell a bold, inspiring brand story that forged an emotional connection with consumers & produced the most dramatic collective brand lifts in recent Cadillac experiential history.
The ELECTRIQ Theater traveled to the 2022 Miami Open, PGA Championship, US Open and the North American International Auto Show .
As the official automotive sponsor of The Andy Warhol Museum, Cadillac developed Letters to Andy Warhol, a collaborative project that celebrates Warhol’s legacy through imaginative, co-created content and experiences. The exhibition features rarely seen material from the museum’s archive, including Warhol’s artwork celebrating Cadillac, his personal correspondence, plus interactive, artistic contributions. Letters to Andy Warhol launched at Cadillac House in November 2016, and has since traveled to Los Angeles, Miami, Germany and Dubai.
Created for the 2016 North American International Auto Show, the Cadillac Parallels by Design Salon highlighted the mutual philosophies of automotive and fashion design. The video and overall space enabled guests to discover the similarities between these two disciplines, and in the process, obtain a greater understanding of the brand.
For the global reveal of the next-generation Escalade, Cadillac collaborated with famed indie rock photographer Autumn de Wilde. Autumn visited the Cadillac Design Studio, met the designers and artisans who worked on the Escalade, and documented the experience. She then created an artistic portrait series of the iconic vehicle – inspired by her visit.
Autumn’s images and the portraits became the centerpiece of the live reveal event, and generated significant attention from automotive media, as well as art, design and lifestyle publications.
Established in 2016, Cadillac House was among the first luxury automotive brand experience centers in the world. Designed to be a physical manifestation of the brand’s culture, this 12,000-square-foot center provided a diverse range of events, vehicle exhibitions and collaborative partnerships with pioneering organizations in art, fashion, design and music. Targeting New York’s young, creative tastemakers, Cadillac House helped to redefine this iconic American luxury brand with a younger, influential audience.
Collaborated with a range of musical partners, creating culturally relevant brand experiences. For each project, music is used as a center point, to connect, inspire and delight key audiences, often around a product or brand offering. The experiences are interactive, emotive and memorable, resulting in significant brand lift.
Co-founder of 53North, a rural/urban art exchange where Detroit artists use barns as their mediums, developing large-scale installations two hours north of the City.
Established in 2013, 53North currently includes three critically acclaimed barn/art installations, with a fourth piece to debut in fall 2023. The project works collaboratively with farmers, community groups, property owners and artists to develop work that provokes, inspires and energizes the community.
Cultural collaborations in fashion are a powerful tool, enabling brands to tell stories in interesting ways, often to new, important audiences. Partnering with the Council of Fashion Designers of America (CFDA), and working with a range of independent designers such as Jason Wu and Public School, we created experiences that showcased Cadillac’s heritage, design innovation and craftsmanship, drawing parallels between the respective industries, and improving perception of the brand.
