Cadillac Brand Space

Located in Shanghai, China, Cadillac China and Gensler's Shanghai studio have created a distinctive and clearly articulated space for the Cadillac brand, offering visitors a venue to experience the aesthetics of deconstructivism and digital technology. Cadillac has a long and storied automotive heritage, yet its brand space is young and full of promise, born from the self-expression generation and designed to explore the tighter relationship between emerging technology trends, aestheticism, and individual expression. The building's exterior resembles an automotive-shaped gem extracted from a lakebed, situated on a peninsula-like site surrounded by a reflective pool. The facade is composed of seven thousand rectangular stainless steel panels that reveal their extraordinary character as dusk falls: LED strips beneath the metallic skin and the Cadillac emblem illuminate, and the building glows against the evening sky. The structure is fitted with durable solar panels that convert sunlight into electricity sustainably. Recognizing the many benefits of natural daylight, the building incorporates skylights to draw light deep into the interior. The interiors are finished in a consistent, refined, and luxurious style that conveys an air of distinction. Beyond a striking entrance, an open lobby unfolds before visitors. Gensler's concept establishes a platform that showcases Cadillac's identity: beneath a monumental spiral staircase or at the center of the hall, different Cadillac vehicles are on display. As visitors pause to view the products, the aroma of freshly roasted coffee fills the air, a refined touch befitting a luxury destination. A spiral staircase of wood and concrete rises from the open lobby to the second and third floors, deliberately avoiding vertical columns that would disrupt the fluidity of the ribbon-like spiral circulation. The building comprises three floors arranged along a past-present-future narrative, each level with a fixed theme. The future is placed on the middle floor while the past occupies the top. The second floor focuses on the theoretical feasibility of multisensory interaction technologies, opening new opportunities for clients through body-level experiences involving virtual reality and three-dimensional printing. Technology has always driven trends, and within the building lies an elongated square zone fitted with digital screens called the digital forest. The corridor adopts the concept of a time tunnel, allowing visitors to traverse the full panorama of Cadillac's brand evolution.