To celebrate the launch of LYRIQ, the brand's first all-electric SUV, Cadillac has reopened its integrated brand space, The House of GM, in Gangnam, Seoul, as Atelier LYRIQ.
The first model to be built on General Motors' dedicated electric vehicle platform, ULTIUM, the Lyric is a work of art that blends next-generation technology that engages the occupants' senses with Cadillac's design language that draws inspiration from the great outdoors, heritage models and more.
Cadillac created Atelier Lyric to bring together the creative ideas and special moments of inspiration from designers and engineers to share the finished Lyric with a wider audience in a unique way and to inspire others.
"Just as a well-crafted piece of art can provide a moment of inspiration for many people, so too does the design and technical excellence of the LYRIC provide a special moment of inspiration for many of our customers," said Myung Ok Yoon, head of communications and chief marketing officer, GM Korea. "We invite you to experience all that LYRIC has to offer at Atelier LYRIC, a new level of luxury EV that will drive Cadillac's future."
Atelier LYRIQ comprises seven different concepts: BEYOND, HERITAGE, TECH, INSPIRATION STAIR, LYRIQ UNVEIL, INTERACTIVE and LYRIQ DISPLAY/PHOTO.
The Beyond Zone, located on the ground floor of Atelier Lyric, showcases kinetic art in collaboration with creative group OUR LABOUR that depicts the moment in the Lyric's production process when different elements evolve into a harmonious whole. Named 'Lyrical Sculpture', the piece takes the bold body of the Lyric as a pentagonal structure and frames it with a Mondrian pattern inspired by the Cadillac logo, creating a poetic movement that expresses the unique design, performance and technical capabilities of the Lyric.
The Heritage Zone is comprised of Lenticular frames that showcase the connections between Cadillac's heritage and Lyric's design, including the De Ville, which inspired Lyric's steering wheel, the linear lamps of the Eldorado, which inspired Lyric's distinctive taillamps, and the CT6, which inspired Lyric's signature grille.
The Tech Zone will also showcase the innovative technology behind Lyric's battery, driving performance and interior through symbolic numbers, while the Inspiration Stair on the second floor will showcase four artworks created in collaboration with AI artist Jihyun Kim on Lyric's lighting, design and driving experience.
In particular, the second floor of Atelier Lyric features Choreography Lighting, a welcome lighting sequence that is considered the pinnacle of Lyric design; the Lyric Unveiling Zone, where visitors can see the physical model of the Lyric; and the Interactive Zone, where visitors can experience motion-sensitive interactive art that combines various design elements of the Lyric.
In addition, a Lyric Display/Photo Zone with a photo booth that allows customers to take four images with the Lyric as a backdrop will be located in a separate area on the first floor, providing a special memory for visitors to Atelier Lyric.
Cadillac will offer a 'docent tour' to help visitors to Atelier Lyric better understand the unique spaces and the Lyric, explaining each element and guiding them through interactive programmes. In addition, special gifts will be offered to those who complete the Stamp Tour, which can be participated in by scanning a QR code in each space, and a 'Lucky Draw' will be held for those who sign up to participate in the on-site quote consultation event.
Atelier Lyric will open to the public on 31 May and run until 30 June. To apply to visit Atelier Lyric and for more information, visit Cadillac's website and House of G.M.'s website.
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