A mobile retail experience supporting General Motors’ European EV expansion.

General Motors commissioned Agilité to fit out its mobile retail trailers to expand its European footprint in a highly visible and innovative way as it prepared to tour the continent – folding out into a showroom and event space upon arrival at its destination.

The creation of these mobile showrooms was a new challenge for Agilité, and the unique nature of fitting out a trailer required adjustments in approach given the complexities of creating a fully functional retail space that could easily fold back into transport mode. Careful coordination and constant collaboration between our team, the client and manufacturers were crucial to bringing the project to life.

Despite the trailer being designed for mobility, the interior had to mirror Cadillac’s high-end retail experience – and the success of this project hinged on seamless teamwork and frequent communication. The proximity of the Netherlands to our project team enabled regular site visits, allowing us to stay closely involved in decision-making and problem-solving on-site. This collaborative approach allowed us to work closely on every interface within the trailer, from furniture placement to electrical distribution.

Agilité’s involvement saw us creating a stylish, yet functional space with bespoke lighting, wall-mounted furniture, and a back-of-house area for staff. The inclusion of an LED lightbox ceiling added an immersive element to the design, elevating the overall customer experience. These trailers now play a critical role in General Motors’ wider EV strategy, bringing their all-electric offerings directly to consumers – a concept with potential for further innovation in retail environments.

Throughout the final stages, Agilité’s flexibility in managing unpredictable delivery schedules, as well as its commitment to overcoming logistical challenges, allowed the team to meet the tight deadline and deliver a showroom that fully embodies Cadillac’s brand values.