by Rakks | December 16th, 2016
To be in the company of two iconic brands committing themselves to a mindset of risk-taking and adventure is an honor for Rakks – to say the least.
In the case of Gensler-designed Cadillac House at 330 Hudson Street in New York’s SoHo, the American icon continues to transcend the status quo as art inspired by culture, fashion, and film. Ever since the first Cadillac rolled off the assembly line in 1902 into pop culture, it has earned a place in history.
The “House” is a branded 35,000 SQF experience environment that embodies Cadillac’s willingness to push automotive innovation past established norms. According to the Gensler Blog, “This 12,000 square foot, street-level space is not a dealership, it’s an extension of Cadillac’s ethos to “Dare Greatly,” and draws inspiration from those in the past who have defied convention and changed the world in the process.” Everyone from Dizzy Gillespie to Elvis and Johnny Cash to Lady Gaga has written a song about Cadillacs -“The Boss” wrote two.
It comes as no surprise that the Cadillac House project is featured in the September issue of Interior Design Magazine. Gensler started developing this experiential space two years ago with a team lead by John Bricker, a Partner, and the Creative Director. Bricker says the fact that Cadillac was able to find this size space that fronted the street with office space in the same building is serendipitous.
The offices at Cadillac House feature custom white melamine shelving with Rakks’ PC2-Threaded Compression Poles and BL-Brackets. Rakks shelving system in turn creates a corridor showcasing Cadillac’s vintage toy collection, providing infinite adjustability.
The Rakks installation creates a wall between the conference room and hallway in the Cadillac House office space. White walls are juxtaposed with dark wood floors in the office. “Arriving at the office feels like getting into a luxury sedan,” writes Jesse Dorris from Interior Design Magazine, “thanks to an elevator lobby wrapped in dark brown leather as fragrant as car upholstery fresh off the lot.”
When visitors see the Hudson River panorama as a backdrop, spectacular is the only word that fits. We congratulate Gensler and Cadillac on their vision to make this project a reality.