Crafting Cadillac Experience: The Art of Personalisation

WRITTEN BY FÊTE CHINOISE EDITORIAL TEAM
Photography: courtesy of cadillac and rhonda lam

Cadillac is a name synonymous with a century of automotive elegance, exquisite design, and luxury. After a successful collaboration with Cadillac for our Love at Mid-Autumn campaign, our editorial team had the pleasure of joining the Cadillac Brand Experience and being among the first to visit the innovative Cadillac House in Warren, Michigan, gaining insights into Cadillac’s commitment to elevating vehicle design and personalisation.

Cadillac’s latest EV and performance lineup, where we had chances to speak with engineers and designers

LYRIQ, CELESTIQ, and Escalade IQ SUV on display

A personal collection from Michael Simcoe, Senior Vice President, Global Design, Cadillac, on display

Rooted in a rich history of craftsmanship and cultural impact, Cadillac is transforming towards a more client-centric approach. Our conversations with engineers and designers revealed a meticulous approach to crafting their latest lineup – the LYRIQ, Escalade IQ SUV, and the all-electric CELESTIQ sedan. Each vehicle, which we had the chance to observe its exterior and interior design, is tailored to diverse lifestyles; from the LYRIQ's daily functionality to the Escalade IQ SUV's family-friendly design, and the CELESTIQ's luxurious appeal for a night on the town. The LYRIQ was also one of the vehicles that we delivered our Love at Mid-Autumn mooncakes in!

One of the highlights of the night was the exclusive opportunity to preview the 2025 OPTIQ—an exciting addition to their EV lineup in North America. Positioned below LYRIQ, OPTIQ is designed to captivate the global luxury customer with spirited driving dynamics. While additional details, features, and pricing are set to be unveiled next year, OPTIQ is already creating a buzz as Cadillac’s next milestone. This sneak peek into the future of Cadillac's EV offerings reinforces their dedication to innovation and luxury.

The journey continued with a tour of the Cadillac House at Vanderbilt, a facility for CELESTIQ clients to personalise and design their vehicles. Named in homage to Suzanne Vanderbilt, an automotive design pioneer, the Cadillac House embodies a harmonious blend of historical significance and modern opulence. At the heart of the building is a 36-foot sculptural screen by Detroit-based artist Harry Bertoia, specifically commissioned for the building, consisting of an array of enamel panels coated in molten metal to give its artistic effects. Adding an extra layer of artistic expression to the facility, the art piece exemplifies Cadillac’s commitment to infusing artistry into every facet of the automotive journey, including this brand experience event.

Cadillac CELESTIQ on display in the Cadillac House

At Cadillac House, clients enjoy a direct collaboration with designers and a dedicated concierge, tailoring every aspect of their vehicle, from fabric and colour to hardware finishing. Our visit included a firsthand exploration of various workstations, providing insights into the on-site crafting process. The outcome is more than just a vehicle; it's a tangible manifestation of the owner's unique vision and taste.

Mood board for CELESTIQ clients for customisation

Hands-on working stations and demonstrations

The customisation journey extends to the Artisan Center, where skilled artisans meticulously shape each CELESTIQ. This hands-on approach ensures that every detail, spanning from exterior aesthetics to interior luxuries, serves as a true reflection of the client's preferences. Cadillac's design philosophy, driven by the belief that nothing is impossible, fosters collaborative efforts among designers to achieve innovative visions. Sharings from engineers and designers revealed the uplifting journey of overcoming barriers and infusing their latest innovations in their latest products.

What sets Cadillac apart is its commitment to client engagement throughout the design process. CELESTIQ clients actively participate in shaping their vehicle, fostering a profound sense of ownership and connection. The Cadillac House, acting as a creative hub, becomes the nurturing ground for design roots, where faith in creativity is embraced and celebrated.

Clients can discuss the design of their dream vehicle with Cadillac designers at the Cadillac House

Our journey concluded with a Detroit tour in a LYRIQ, immersing us in the town's culture and art. We had experienced the vehicle’s compatibility, functions, and comfort, including a personal favourite—the massage function, which is unexpectedly essential and suitable for an in-vehicle experience. We also tried on Super Cruise, the hands-free driving-assistance technology, which was a refreshing experience for us. With the pleasant driving experience, we can see the vision and future that Cadillac is leading into.

In essence, Cadillac goes beyond designing vehicles; they curate experiences. The intersection of craftsmanship, personalisation, and client engagement at the Cadillac House represents a novel shift in the automotive industry, positioning Cadillac as a trailblazer redefining the essence of automotive opulence.

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