Episode four of General Motors’ European EV expansion.

A cultural icon of American luxury, Cadillac is synonymous with innovation, performance and design – something which needed to be reflected in the development of its fourth European showroom. Forming part of General Motors’ ambitious expansion strategy, Hamburg’s Cadillac City extends the user experience far beyond the vehicle, right to the door of its Poststrasse 6 showroom.

With renowned architect Gensler once again leading the design, Agilité was appointed to handle the coordination for the retail fit-out of the space. The scope of work included the demolition of all existing screens and partitions – resulting in a complete strip-out and the handling of all necessary building permits.

Selling cars on the high street was once uncommon. While there has always been high demand for retail stores selling clothing, watches, shoes and the like, vehicle showrooms – which offer more than a coffee station and a drive on a simulator – are a relatively modern addition, especially in busy city centres.

As a result, planning for a four-car display in the middle of Hamburg presents its own challenges – as the original space was never intended to house a collection of EVs – nor does the pedestrian access outside the door lend itself to a busy construction site. Ensuring the smooth delivery of the eight-month project, a robust timeline was created with key project milestones considered accordingly. Changes to the client's scope, such as reducing the showroom space to one floor rather than both levels, were incorporated early in the process to ensure that the final space remained functional and engaging.

A diligent and proactive approach to project management helped to anticipate any upcoming challenges throughout. One example of this was the strict weight limitations for delivery trucks due to its location in a weight-restricted area and accessible only by 7.5-tonne trucks. Agilité worked closely with local authorities and had to manage regular negotiations with the police to allow critical deliveries to take place within the restricted pedestrian area. By adopting a forward-thinking mindset, adept at understanding and addressing critical elements, we ensured the project was delivered on time and to budget – without any major issues.

Regular meetings between Agilité, the client and all local suppliers was central to maintaining good communication throughout. Additionally, managing the complexities of installing key features like the large LED screen and coordinating the technical aspects of the DALI lighting system required constant dialogue between the design, technical and construction teams. The utilisation of our project management software, Procore, enabled efficient tracking of progress, and further collaboration was enhanced via emails, Teams meetings and Holobuilder updates.

Not without its challenges, meticulous planning and adaptability was central to ensuring the project was delivered on time and within budget. Inside the showroom, the narrow and long layout created additional hurdles for installing features like the suspended ceiling, which included a sophisticated DALI system to manage different lighting scenes. The project also featured parquet flooring, carefully integrated screens and a large round LED display, which became a focal point for visitors as they entered the space.

Significant adjustments had to be made when the client reduced the scope to focus only on the first-floor showroom, which required rapid changes to the design plan. Despite this, Agilité ensured that every detail – from the bespoke furniture to the customisation table – was completed to the highest standard. An important addition during the execution phase was the basement renovation, which involved creating a conference room, updating the staff area and installing new flooring and accessible facilities. While this was a later request from the client, it was seamlessly integrated into the final delivery without causing any delays.

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