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Terrane Group
New York, NY
New York, NY
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Since 1902, Cadillac has been a leader in automotive design, technology, and luxury. In 2015, they brought Cadillac House to Tribeca, a reimagined showroom and event space created to engage New York’s upcoming, creative tastemakers. This unique, interactive space featured curated events, programming, and private tours, redefining the automotive brand experience. Over its three-year run, Cadillac House became a global platform that successfully connected Cadillac with a new generation of customers.
The first step in activating Cadillac House was to forge strategic partnerships that would draw the next generation of consumers to their space. To achieve this, Cadillac launched #CreativelyDriven—a campaign dedicated to spotlighting artists and creators through original content and unique experiences. With a vision to bring these communities together, we collaborated with Cadillac House to design a captivating program that blended their artistry with the creativity of emerging artists. Our challenge: create an immersive series of onsite and offsite experiences celebrating the craftsmanship of both Cadillac and the artists, transforming Cadillac House into a vibrant, must-visit destination in New York City.
Automotive / Mobility
Participants were taken to the studios of a selected group of artists and given an inside glimpse into their process and techniques. For those not in attendance, we captured and created a suite of digital and physical assets to showcase their pioneering and unique stories to a global audience.
Our onsite programming at Cadillac House was designed to captivate audiences through exclusive collaborations with visionary creators across food, media, and design. Culinary icon Chef David Chang curated a one-of-a-kind food experience that fused inventive flavors with Cadillac’s spirit of innovation, offering guests a taste journey that was both bold and refined.
Partnering with the renowned media platform NOWNESS and Creative Director Terence Teh, we hosted a series of thought-provoking film screenings and live panel discussions that explored the intersection of art, culture, and storytelling in modern society. Together, these unique collaborations brought Cadillac’s identity to life in new and exciting ways, creating a multi-dimensional experience that left a lasting impression on every visitor.
We developed an offsite event series centered around the latest Cadillac models, making them the star attraction. Highlights included a drive-in movie experience that introduced the Cadillac brand to fresh audiences in a dynamic and memorable way. Each event provided guests with immersive encounters, showcasing the models’ innovative features and distinctive style in an engaging, experiential setting.
