Gensler challenges the conventions of a showroom at Cadillac

Images: Simon Rainer

To coincide with its first all-electric car range Cadillac has launched a showroom in partnership with international practice, Gensler. Spanning two floors of the historic Brannhof building in Zurich, Switzerland, Cadillac City Zurich is designed to cater for the European consumer landscape – merging a family-friendly experience and educational hub. 

By referring to the car manufacturer’s future customers as ‘guests’ Gensler brought hospitality-led design into the design concept, transforming a standard car showroom into a 600 sqm immersive and personalised space. Inside features a shared workspace and café, both reconfigurable to turn into a community events and engagement centre. Envisioned as a place for like-minded individuals, Cadillac’s ‘guests’ will come together here to unwind, connect and learn. Adjacent to the café, the Recharge Lounge enriches this experience with learning materials including sustainable literature and brand heritage information.

Ceilings were left exposed through Cadillac and Gensler’s decision to ‘build less’, supporting the project’s sustainability credentials and respecting the building’s existing architectural attributes. To limit low-lifecycle materials, carbon embodiment within all material choices was a high priority and recycled and toxin-free materials used throughout put a strong emphasis on enhanced wellbeing. 

Continuing the wellness thread, Gensler designed the showroom to maximise natural light and enhance connections with nature through the inclusion of biophilia; 100% bio-based acoustic wall paneling and upholstery with acoustic properties balances sound throughout the space. The design also addresses the needs of families with an area referred to as the “play lab”. Here, children can customise vehicles and learn more about electric vehicles.

Careful to not overdo visual stimulation, Gensler was strategic in its placement of technology. While standout features including a full-height digital screen stand behind the vehicle showcase, other areas have reduced technology resulting in calmer areas. Furniture choices were also inclusive, catering to a wide spectrum of preferences and needs by giving guests choice on how they would like to experience the showroom – for example, perching for a quick chat or lounging for a relaxed discussion.