Cadillac Live

Type:
Commercial Showroom

Team:
Denegri Bessai Studio

ICON Digital

ISOBAR Canada

Location:
Toronto, ON

Photography:
Scott Norsworthy

Bringing together the convenience of online shopping with the customer care and knowledge of in-person showroom visits, Cadillac Live is an online experience providing busy customers with a virtual compliment to the brick and mortar store.

The 10,000 square foot warehouse has been transformed from a cavernous utilitarian space into an intimate, high-end experience that best features the vehicles, is conducive to the one-on-one virtual experience, and showcases the values of the Cadillac brand. The design of telescoping fabric structures configured around a central commons forms a series of individual yet interconnected ‘rooms’, reflecting the design intent to create a space-within-a-space. Softly curved and acoustically absorbent, the fabric structures provide quiet spaces for conversation between the showroom agent and the customer, while providing the perfect background to showcase the vehicles.

A North American first, the Toronto showroom serves as a pilot for this new kind of virtual retail experience and its success has led to the program being expanded into the United States.