PRESS RELEASE Zurich, August 11, 2017
Cadillac House Munich attracts record number of visitors and opens exclusive STROKE – A DARING PREVIEW Cadillac Europe Boulevard Lilienthal 6, CH-8152 Glattpark (Opfikon), Switzerland
exhibition
•
More than 17,000 visitors since Cadillac House Munich was opened in mid-July
•
STROKE vernissage opening event – attended by guests from Germany’s arts and culture scene
•
Unique collaboration from August 11 to 27, 2017: STROKE – A DARING PREVIEW of the art fair in October
In Munich, the first Cadillac House outside of the United States has surpassed all expectations since it was opened on July 14. More than 17,000 visitors to date have visited the brand world of the US automobile manufacturer and the integrated Letters to Andy Warhol exhibition that ended on August 6. With this record attendance Cadillac House Munich has proven to be the most successful global venue for the traveling Warhol exhibition – even exceeding the success of the original Cadillac House in New York’s trendy Soho neighborhood during its launch phase last year. “It is the well established association between Andy Warhol’s popular art and the fascination exuded by our iconic car brand that makes Cadillac House Munich so attractive”, emphasizes Florian Spinoly, Director Marketing, Product and PR, Cadillac Europe. “During the first three weeks, the unique Letters to Andy Warhol exhibition became one of the most noted cultural attractions in Munich,” Spinoly adds. The Warhol exhibition that has since moved on to Dubai is now succeeded by selected works of the next edition of STROKE, Germany’s most influential and
successful fair for new contemporary art, enhancing Cadillac House Munich by another attraction. STROKE – A DARING PREVIEW With far more than 180,000 visitors in only eight years, STROKE has become perfectly established in Germany, combining the standards of a classic art fair in terms of content and quality with the energy and zest for life of a new generation of artists and art enthusiasts. What Cadillac and STROKE are showing in a unique collaboration from August 11 to 27, 2017 is an exclusive preview in which a variety of creative forms of expression such as contemporary art, design and fashion meet – providing a fascinating preview of the STROKE exhibition in October: STROKE – A DARING PREVIEW. The exhibition that was opened on the night of Thursday, August 10, with an exclusive vernissage event exhibits works by artists who are bold and willing to take risks: artists who represent their own vision and rise to the challenge of defying the changing trends of the art market. This popularizing art development that had its beginnings in Andy Warhol’s studio “The Factory” in the 70s and 80s is now evolving into the expression of a modern avantgarde in increasingly rapid cycles. These young artists do not intend to scorn or destroy the “old school” – they intend to adapt and change it, fully committed to taking the risk of a makeover, in keeping with the spirt of Cadillac’s brand claim: DARE GREATLY. “Even though Cadillac is an American automobile brand and STROKE a young German art fair, our ideals and visions are essentially similar and show that a claim to exceptional quality, a free spirit that dares to depart from the mainstream, and the vision to create great things, are desirable assets transcending the boundaries of culture and countries, particularly today, in a globalized world,” says Marco Schwalbe, founder and CEO of STROKE. Exhibition at Cadillac House Cadillac House at the Isarforum in Munich provides an ideal setting for this exceptional exhibition. Like the original in New York, its European counterpart not only defines itself as the showroom of the future for the American premium brand but, above all, as a multipurpose, creative meeting place, gallery, showroom, talent stage and café. The exhibition of the various works selected by STROKE is now open to the public.
2
STROKE art exhibition: Isarforum Museumsinsel 1 80538 München STROKE – A DARING PREVIEW: August 11 – 27, August 2017 Cadillac House: July 14 – August 27, 2017 Admission is free. Information about Cadillac at: www.cadillaceurope.com Information about STROKE at: www.stroke-artfair.com
### For more information, please contact: René Kreis Head of Public Relations Cadillac & Chevrolet Performance Cars Europe Phone: +41 44 828 2781 Mobile/cell: +41 79 888 1448
[email protected] Gordon Müller Public Relations Manager Cadillac & Chevrolet Performance Cars Europe Phone: +41 44 828 2764 Mobile/cell: +41 79 888 5047
[email protected] ABOUT CADILLAC Cadillac has been a leading premium auto brand since 1902. Today Cadillac is growing globally, driven by an expanding product portfolio featuring distinctive design and technology. Its European line-up includes the ATS sedan and coupe, the CTS upper midsize sedan, the ATS-V and CTS-V high performance versions, the CT6 full-size premium sedan, the XT5 premium crossover and in addition the Escalade, a full-size premium SUV. More information on Cadillac appears at www.cadillaceurope.com. Cadillac's media website with information, images and video can be found at www.media.cadillaceurope.com
3