General Motors

Cadillac City: an iconic showroom in the heart of Hamburg

1 100 m²

Hamburg, GERMANY

the project

- In brief

Hamburg
1,100^m2
8 months project

The project was carried out by Agilité – a Parella company.

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Designing and delivering the fourth Cadillac showroom in Europe, as part of General Motors’ expansion strategy in the zero-emission electric vehicle market.

Located at 6 Poststrasse, this new lifestyle space embodies Cadillac’s elegance and innovation, blending seamlessly into Hamburg’s urban environment.

Our missions and ambitions.

— Complete renovation of the showroom, including a total strip-out, demolition of existing partitions, and obtaining the necessary permits

— Coordinated with the architectural firm Gensler to translate the Cadillac brand identity into a contemporary and functional space

— Rigorous planning for an eight-month project, incorporating the client’s changes (reducing the building to a single story, adding a conference room and staff area in the basement)

— Managing logistical challenges related to restricted access (deliveries limited to 7.5-metric-ton trucks and a monitored pedestrian zone) through ongoing negotiations with local authorities and the police

— Installation of state-of-the-art technical systems: programmable DALI lighting, LED screens—including a monumental circular one as the focal point—suspended ceilings, and custom-made woodwork

— High-end finishes: hardwood floors, custom furniture, a customization station, and careful integration of the Cadillac brand identity

— Proactive communication with the client and local partners, facilitated by regular meetings and follow-ups via Procore, Teams, and Holobuilder to ensure transparency and responsiveness

— Integration of a renovated basement space (conference room, staff area, accessible restrooms) during the course of the project, with no impact on the schedule or budget.

This project showcases the expertise of Agilité, a Parella company, in delivering iconic retail spaces that combine urban constraints, technical innovation, and a premium brand image to strengthen Cadillac’s presence in Europe.