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Cadillac House: Designing the Brand Experience

Nathan Tan (Cadillac) and John Bricker (Gensler) explore a retailer’s evolution from transactional to experiential spaces.





More and more, retailers are challenged to reinvent themselves in order to connect with customers in new, relevant ways. In their session at the 2017 International Retail Design Conference (IRDC) in New Orleans, Nathan Tan and John Bricker share a prime example of this shift – Cadillac House in New York’s SoHo neighborhood. Shifting gears under new leadership, the brand made the bold move to relocate to The Big Apple from its Detroit hometown and create an interactive, experiential brand house, which sits at ground level, below Cadillac’s new headquarters. 

For information about the International Retail Design Conference (IRDC), Oct. 2-4 in Seattle, please visit



MasterClass: ‘Re-Sparkling’ Retail: Using Store Design to Build Trust, Faith and Brand Loyalty

HOW CAN WE EMPOWER and inspire senior leaders to see design as an investment for future retail growth? This session, led by retail design expert Ian Johnston from Quinine Design, explores how physical stores remain unmatched in the ability to build trust, faith, and loyalty with your customers, ultimately driving shareholder value.

Presented by:
Ian Johnston
Founder and Creative Director, Quinine Design

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