Cadillac's move to downtown NYC directly engages the carmaker with the district's influential creative community, and Cadillac House is the physical embodiment of the brand's cultural alignment with the world of design, fashion and art.
Gensler's brand and architecture studios envisioned an open, multi-purpose space, with tightly integrated technology that materializes the brand's design language. A colonnade of glass, mirror and digital displays greets visitors at the sidewalk and continues indoors, leading to a brand wall at the end of a runway populated sometimes by cars, sometimes by fashion models.
AV&C designed and created a generative media software system that takes photos, videos, and color selections, along with a myriad of layout and behavior selections to create on brand animations composed for the 18 columns and back wall in the space.
The system refreshes Cadillac House daily, providing an evergreen media program for the space can be scheduled for daily use and all of the special events throughout the year.