GENERAL MOTORS
CADILLAC PLAYLAB
Cadillac’s Playlab offers a fresh take on the automotive retail experience by combining play, education, and sustainability, helping to improve customer satisfaction and build brand loyalty.
Challenge
Engaging Kids in Car Customisation
With Cadillac entering the European market and launching the Cadillac Lyriq, how can we engage children in an in-store car customisation experience that inspires them to suggest customisations to their parents?experience concepts for their Paris and Zurich flagships.
Approach
Immersive Driving Fun for Kids
Creating a virtual immersive driving experience for kids aged 3–12, designed to spark imagination and teach safe driving and eco-friendly habits.
Solution
Fun, Safety & Sustainability
Playlab became part of a playful space where children can interact with miniature GM LYRIQ cars, explore car materials, and customise their own vehicles. A virtual test drive and gamified features teach kids about safety and sustainability, supporting GM’s Triple Zero Strategy.
72%
of shoppers said they were more likely to return to a store that provided interactive experiences for children.
60%
of parents said they would spend more time in a store that provided entertainment for their children.
