To showcase its partnership with The Andy Warhol Museum, Cadillac created an interactive art exhibition that would bring to life lesser-known aspects of Warhol’s legacy in a contemporary way – one that would be embraced by the creative class. It would also integrate content to highlight its own connection to Warhol.

Working with curators from The Warhol, Cadillac identified five rarely-seen letters from the museum archives that showcase Warhol’s bold ambition and intimate connection to the worlds of fashion, music, art and celebrity. The letters—from people like Yves Saint Laurent and Mick Jagger – also reflected the Cadillac brand by underscoring themes of determination, ambition and daring greatly. Each letter was matched with a notable creator who examined the universal themes in the letter, as well as his or her own connection to Warhol’s legacy. Each creator then developed an artistic installation inspired by both, forming Letters to Andy Warhol.

Letters to Andy Warhol comprises five interactive exhibits, each of which includes Warhol’s personal correspondence, an artist statement from the collaborator, and the installation piece. These are:

•“Bobby's Brilliant Heels” – A large-scale children’s book by Brian Atwood + J.J. Martin

•“Love and Warhol” – An original music track and VR drawing station by Sean Lennon

•“Fast and Louche” – A Polaroid exhibit of Instagram images by Derek Blasberg

•“Screen Stories” – A short film by Chiara Clemente

•“Subjected” – A Warhol-inspired photo booth experience

In addition, the exhibition includes an introductory wall showcasing six artworks from different periods in Warhol’s career that overtly feature Cadillac, as well as text that reinforces the connection between Warhol and the brand. Furthermore, the exhibition incorporates a heritage Cadillac, similar to that featured in Warhol’s art.

Letters to Andy Warhol welcomed nearly 14,000 visitors over the course of its initial three-city run, accruing almost 8MM social media impressions and 431MM earned media impressions. Cadillac also specifically engaged key members of the creative class, hosting special previews, gallery talks and cocktail parties for targeted influencer groups. In Miami, several art schools visited the exhibition for an art talk presented by Patrick Moore, director of The Andy Warhol Museum. A special mini-preview of Letters to Andy Warhol was also featured at Summit at Sea, an event focused on catalyzing entrepreneurship, creative achievement and global change attended by more than 3,000 North American influencers.

Opening events in each city received positive press coverage in Vogue, Rolling Stone, and Harper’s Bazaar. The compelling work featured in Letters to Andy Warhol attracted luminaries like Heidi Klum, Giancarlo Giammetti, Poppy Delevingne and Rachel Zoe, further raising its profile in the luxury market.