How does one of America’s premier auto brands continue to innovate after more than a century of business? It builds Cadillac House—a creative gathering spot for fans of art, fashion, film, and, of course, cars.

Built by Shawmut Design and Construction and designed by Gensler, the 12,000 square foot space, located on the ground floor of Cadillac’s headquarters in New York City, was completed on an accelerated 16-week schedule (just in time for the New York International Auto Show). It features 12-foot ceilings, recessed neon lighting, polished concrete and terrazzo tile, carpeted and cork flooring in the design studio, a patio that is open during the summer, and a vintage Cadillac in the front window that dares to be ignored. But guests will also notice something else: Plenty of Cadillac House Blend from Joe Coffee to sip on while perusing a rotating collection from some of the top up-and-coming fashion designers and artists in the country. In fact, fashion shows, films, and one-of-a kind events will take place in the space throughout the year. “It’s all about the experience,” says Shawmut’s Director of Business Development Jim Scarpone. And he’s right—a car is no longer a stand-alone purchase. It’s an important part, an accessory, really, to a customer’s lifestyle. And Cadillac has taken a new and daring road to making sure they will be their customers’ accessory of choice for years to come.