Step into the Cadillac House on a busy SoHo corner, and you're more likely to walk away with an iced coffee—and a side of inspiration—than a new car. But that's precisely the point at the new 12,000-square-foot showroom, part of the 114-year-old brand's plan to introduce a fresh concept of American luxury—with a little help from some very connected collaborators.

The brand called on architecture giant Gensler to design the showroom, which houses a lounge, coffee shop, gallery, and retail space meant to facilitate co-collaboration and interaction. To curate the cultural content, Cadillac tapped Visionaire, whose cofounder, Cecilia Dean sees the partnership as an opportunity to be "co-conspirators."

Open to the public daily, Cadillac House is envisioned as a place where visitors can "come, get a coffee, and be blown away," Dean says.

Following up on its debut exhibition, HISSY MISSY by Geoffrey Lillemon, the gallery will continue to be a public forum for technology-forward art that might otherwise be difficult to show in a typical gallery setting."The art world hasn't caught up with digital," Dean explains. At Cadillac House, she plans to show work with "risk and confidence—without a corporate handcuff."

Cadillac House is located at 330 Hudson Street in New York City.