“Whatever they want, we can make it”: The bespoke Cadillac House experience
Bespoke luxury from an unexpected quarter aims to redefine the way people think about high-end motoring.
The Cadillac Celestiq is more than a car.
This electric limousine is a status symbol designed to deliver an exclusive experience on par with the $100 million private jets and luxury yachts its owners are accustomed to.
Tailor-made in a fashion to rival million-dollar efforts from Rolls-Royce, potential owners are invited to apply to have their dream car crafted at Cadillac House in Detroit.
Nestled in General Motors’ headquarters, Cadillac House is setting a new standard for luxury, offering a bespoke experience for clients looking to create their dream Celestiq.
While many consumers can apply to own a Celestiq, a vetting process determines if they’re eligible to be invited to the Cadillac House.
Once invited, clients can opt to fly into the nearby airport and be chauffeured to the Cadillac House.
Cadillac House Design representative Lucy explained the client then has the Cadillac House to themselves for the day.
“We cater to the client, if they have a heritage vehicle that their family owns, we’ll bring that vehicle here,” Lucy explained.
Everything from the space itself to the food and drink is catered to the client’s desires.
But the journey begins long before the client arrives at Cadillac House with a detailed questionnaire and in-depth consultation that helps the design team to understand the client’s vision.
This then forms the basis of a mood board that guides the design process.
Cadillac House Design representative Lucy said there are no boundaries when designing a Celestiq.
“We plant seeds early to give the client an idea of what they can do with their Celestiq,
“It’s a very bespoke experience, whatever they want, we can make it,” she said.
Clients can choose from virtually limitless colour options for their Celestiq, even providing a swatch from a personal item to match a custom colour.
The customisation possibilities at Cadillac are truly endless, Lucy explained that clients can integrate their favourite materials like a cherished guitar or design a car that is inspired by a superhero.
“One client wanted a black-on-black theme because they loved Batman, once we knew that, we added additional details to make it unique,” she said.
This highly personalised experience has attracted a variety of clients from celebrities who want their autographs embedded into the dash to National Basketball Association players incorporating their jersey numbers into the car design.
There has even been a request for a “Game of Thrones” inspired dragons to be featured on the vehicle.
“100 per cent we make sure that each vehicle is different and bespoke,” Lucy said.
Starting at a base price of $US350,000 ($525,000), the Celestiq can become significantly more expensive depending on the level of customisation.
Cadillac House anticipates a nine month development period from the initial consultation to delivery.
While production has begun, Cadillac House has yet to deliver its first completed Celestiq.
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