SYDNEY’S high-end Rosebery Engine Yards precinct will site the first national Cadillac showroom; the first of three planned sales and experience centres for the brand as it launches in Australia and New Zealand. 

Cadillac Experience Sydney

The first Cadillac Experience Centre, to be opened to the public on October 29, covers 841 square metres and is an open-plan space designed by the world’s biggest architectural practice, California-based Gensler, through its Sydney office. Gensler also designed Cadillac’s first European centre in Zurich.

The centre is now under construction and fit-out for the October 29 opening that will include the showing of the first Cadillac EV, the Lyriq.

Cadillac is also this week opening a pop-up store in Melbourne for the public to get a taste of the new brand’s EV model. This will be followed by a permanent centre early in 2025.

Buyers will have the option of visiting two Australian and one NZ showroom to purchase. Alternatively they can use the upcoming online website. 

Rosebery Engine Yards

Rosebery Engine Yards, close to Kingsford Smith Airport, is set on 1.9 hectares. It is one of the largest heritage brownfield developments in the airport area with high-end finishes, natural gardens and flora areas.It features design details such as original beams, artisan brickworks, exposed bolts and hidden gems to invite the curious in for closer inspection.

Cadillac is joining other high-end retail and lifestyle brands at Rosebery, including Oroton, Rebecca Vallance, MJ Bale, Camilla & Marc, Zimmerman, Lune Croissanterie and Gelato Messina. It is the only car brand in the precinct. 

Cadillac said its global image was based on a foundation of “expressive luxury and is built on four key pillars displayed in its experience centres. 

It said these pillars were:

Captivating presence – “Bold in the simplicity of its form. Iconic in its expression and presence.”

Precision in execution – “Exterior and interior materials have been selected with a focus on modern manufacturing and traditional craftsmanship.” 

Moments of brilliance – “The customer journey is based on arrival, engagement, experience, interaction, relaxation and celebration.” 

Cadillac Experience – Heath Walker (GMANZ), Gensler Sydney principal Tom Owens and GM Australia and New Zealand managing director Jess Bala

Emotional connection – “Through the facility the customer is engaged either directly through purposeful interaction or indirectly via interactive elements, all of which reinforce a personal connection.”Amenities include five secured and garaged parking bays, seven external bays, delivery bays and three service bays alongside technician service facilities.

GM Australia and New Zealand managing director Jess Bala said: “It feels natural to bring Australia’s first Cadillac Experience Centre to such a contemporary, open, and authentic space.”

“Rosebery Engine Yards has a rich heritage which arms it for the future, with no shortage of simultaneous buzz about what’s coming next.” 

Experience Centre Zurich

Gensler Sydney principal Tom Owens said that even the most iconic brands “needed to speak with their customers in open, inviting, and thoughtfully physical crafted spaces.”“That’s what we’ve delivered alongside Cadillac at Rosebery, offering a window into the next generation of luxury and electric driving in Sydney’s most transformative new creative hub. 

“Both the Cadillac brand and the Australia design aesthetic have a strong affinity for bold and cutting-edge designs, so we saw a fantastic opportunity to blend the two together seamlessly.”

The first Cadillac model to occupy the Rosebery showroom, the Lyriq SUV, is being built in right-hand drive at Cadillac’s Tennessee factory.

Experience Centre Zurich

Plans for Cadillac showrooms in Melbourne and Auckland centres are underway.