Cadillac grips Sole DXB crowd with #IconsOnly installation

Cadillac won crowds over at this weekend’s Sole DXB festival with its much anticipated #iconsonly pop-up. Street festival-goers eagerly awaited as the luxury automotive brand opened its doors to this year’s activation, from December 5th to 7th, which paid tribute to one of pop culture’s favorite and most admired vehicles of all time, the Cadillac Escalade. 

“Last year we celebrated 20 years on the road with the Escalade – a true milestone for the car that has rightly earned its position as an icon not only in the automotive industry, but as a symbol of success in pop culture, becoming one of the most featured vehicles in music and film,” said Christian Soemmer, Managing Director Cadillac International Operations and Cadillac Middle East. “We wanted to bring the different elements that have shaped the rich culture of the Escalade to life and couldn’t think of a more engaging platform for this than of Sole DXB – home to the region’s incredible street culture and fashion scene.” 

Cadillac’s #iconsonly pop-up was kitted out with a stunning rooftop deck giving festival-goers a chance to enjoy sweeping unobstructed 360-degree views of the region’s coolest street festival and unwind with tunes from the Cadillac pop-up residents DJs.

The ‘Big Drop’ element was also a crowd-stopper at the festival. Every 30 minutes Cadillac offered the public the chance to win a token to be redeemed towards their next Escalade purchase. 

Cadillac’s partnership with Exhale – a UAE based conceptual fashion brand that integrates art, storytelling and mindfulness with comfort clothing - also attracted avid fashion followers. Exhale showcased their one-off pieces inspired by Cadillac at the brand’s pop-up giving people the chance to see their unique home-grown collection.  

This is the fifth year Cadillac has partnered with Sole DXB, the region’s biggest and popular cultural festival for millennials.