There are just two weeks to go till the UAE’s biggest street-culture event, SOLE DXB and Cadillac, the event’s automotive partner has revealed the details of its bespoke activation at the festival. Sole DXB is a meeting point for young, upwardly mobile people who love all there is to love about sneakers and has evolved over the years into a three-day cultural festival that celebrates contemporary fashion and street culture. Cadillac’s activation at this event will set the stage for the regional launch of Cadillac’s first ever compact SUV, the XT4.
Called the Cadillac HOTEL, the bespoke activation is a daring concept that has been specifically created for SOLE DXB 2018. The Cadillac HOTEL will ha wide range of activation rooms where guests can experience themes related to safety, technology, and design. The Cadillac HOTEL will replicate the theme of this year’s SOLE DXB with a Cadillac twist that visitors to the brands activations have become acquainted with, thus providing an exciting experiential platform for festival-goers.
Featuring a stunning rooftop deck, Cadillac HOTEL will offer SOLE DXB’s audience a chance to enjoy un-paralleled 180-degree views of the festival and unwind whilst enjoying Cadillac’s hospitality and tunes from the HOTEL’s resident DJ.
Earlier this month, Cadillac had announced that SOLE DXB would serve as the platform for the brand to launch its very first compact SUV, the all-new XT4. This will kick off Cadillac’s product offensive through to 2020. The new model is positioned to appeal to the type of young, upwardly mobile consumers that the three-night, two-day Sole DXB festival attracts every year.
Commenting on the activation at Sole DXB, Christian Soemmer, Managing Director, Cadillac Middle East said that the company had started an experiential journey in 2017 with its ‘Letters to Andy Warhol’ activation as part of its attempt to instigate deeper and more engaging interactions so that Cadillac can explore ways to elevate its touch points with everyone who interacts with the brand. In 2018, the company is using the insights gained through that activations and re-imagined the way an automotive brand launches its products, thus holding a unique launch in the automotive industry and bringing the launch to a platform that is linked only to Cadillac from the automotive industry.
After successfully collaborating for two years, the premium automotive brand and annual fashion and art festival announced a long-term three-year agreement in 2017 which will continue through to 2019.
Cadillac has significantly changed its direction in the past three years using elements like sophisticated design, technology and an authentic attitude to increase its appeal to independently-minded individuals. Beginning with the launch of the first ever XT4 in December this year, Cadillac plans to bring a new model to market every six months and will thus launch a total of five vehicle lines in just two years.
Manju Mathew, an MBA in marketing, completed publisher training courses from the Oxford Brookes University and New York University. She started with marketing and PR roles before moving on to her current position as a full time writer. Currently living in Dubai, her life as an expat has sharpened her observation skills and flair for writing. She enjoys writing about luxury cars like Ferrari, Lamborghini, etc even if she can only dream of owning them.
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