Powering up General Motors’ Cadillac City in Europe – its electric vehicle 'experience centre'

Client / 
General Motors
Sector / 
Commerce de détail
Location / 

Cadillac has been making award winning cars since 1902 and is now starting an electrifying chapter by pushing the boundaries of technology and design. 


General Motors is joining Europe’s electrification journey and launched its all-electric, direct-to-consumer Cadillac business in Switzerland and Sweden and has plans to expand to additional markets in Europe – with France next. Agilité created a cutting-edge space – the Cadillac City - that showcases the brand while delivering a premium customer experience.


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Tasked with transforming a historic building at the heart of Zurich's Bahnhofstrasse district, Agilité was responsible for the successful and on time delivery of the 12-month transformation — working alongside global architecture, design and planning firm, Gensler to turn a century-old building into a showcase of modernity, sustainability and innovation.

With General Motors’ preparing to launch its all-electric range in Europe, it put its trust into Agilité to ensure the project was delivered on time. Collaborating with the client’s architect and design team, Agilité drew upon its roster of trusted suppliers in the region that could meet strict deadlines, without compromising on quality.


From the outset, achieving the DGNB sustainability certification was key. As such, every element of the project was meticulously planned. Well-versed in prioritising sustainability, Agilité knew just the eco-friendly materials and energy-efficient systems that needed to be incorporated into the showroom.

From wood-based materials to decorative elements such as paint or plasters, every decision centred around avoiding products that are harmful to the environment and health. The result is a space that not only meets the stringent criteria set by the DGNB certification, but is aligned with the wider sustainability story for the Cadillac brand.


Frequent communication was an essential element of the project. Alongside established face to face and virtual meetings, implementing Procore (construction project management software) and Holobuilder (a platform to capture and share immersive progress updates via 360° photos) meant everyone could see progress in real time.

Multiple stakeholders meant that one of the main challenges was ensuring any change requests were passed to the relevant parties, at the right time – particularly as many of the bespoke elements had a long production lead time. What’s more, as the project involved refurbishing the entire building, the landlord’s milestones and inspection dates were also managed by Agilité to keep the project running smoothly.


Cadillac City Zurich marks the brand’s first lifestyle installation on the continent, an arrival which was celebrated with the European launch of Cadillac’s brand-new EV, the LYRIQ — in a high-profile event.

Blending contemporary aesthetics with state-of-the-art technology, sustainable practices, and a focus on customer-centred design, the result exudes a chic and modern grace that aligns seamlessly with Cadillac's brand identity.

The experience centre provides guests with an engaging and interactive user journey by providing a space to ‘learn, recharge and connect’. Inspiring a new generation, a dedicated play zone allows children to personalise their own cars and gain knowledge about electric vehicles (EVs).

With an ability to manage every aspect, alongside the fit-out of the large, open-plan 600 sqm space, Agilité was responsible for all finishing works too. This included structural improvements, electrical installation, as well as bespoke joinery and updates to the exterior facade, in collaboration with the landlord.

DGNB certification and the approval of all building materials was an important element of the build, and it was enlightening to note the exacting standards of materials required to gain approval – as well as how many materials were ruled out due to their low eco performance.

By the end of the decade, Cadillac will be in a position to offer a fully electric portfolio. The Cadillac brand is part of General Motors, a global company focused on advancing an all-electric future that is inclusive and accessible to all. At the heart of this strategy is the Ultium battery platform, which will power everything from mass-market to high-performance vehicles.

When you bring to life something that had so far only been a concept, for a new client, it’s always exciting. As well as delivering a high-quality and comprehensive response to the client’s brief, we needed to maintain motivation and momentum. The teamwork, communication, trust, and a trusted supply chain was central to the success of Cadillac City – and I think we can all be very proud.

Verena Meissner
key account manager, Agilité

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