Cadillac is going into the coffee business.
The automaker is opening its first-ever coffee “boutique” in the Big Apple on June 2nd.
It’s called, what else, but Cadillac House. According to Bloomberg, it’s going in on the ground floor of the company’s New York office in Tribeca.
While we can expect to see some Cadillacs on display, possibly of the vintage variety, this is not a place to buy a car. You’ll still have to go to a dealership to do that. Instead, this place is designed to sell the brand’s image.
The coffee house is part of the automaker’s branding plan to associate itself with the art and fashion worlds. So you can expect to a rotating art exhibit in addition to the lounge-like espresso bar. Fashion designer Timo Weiland will also set up a pop-up clothing shop there.
It’s a multimillion-dollar project that’s been in the works 18 months. The automaker moved its headquarters to New York City in 2014.