For Cadillac Europe GmbH gtp2 together with turn-key contractor Display International presented a concept in 2004 for new showrooms for the American luxury car maker. Following extensive research, an interesting historical chain was outlined going back to a wine region near Bordeaux with a small town bearing the same name, which was then included as part of the concept.
Vehicle test drives were combined with classy wine tasting sessions of Cadillac wines. The combination of a brand experience with an emotional feel-good factor is common practice today, but was unusual in 2004. The concept was supposed to be implemented in all of Europe and was inspired by the new “edge” design of the Cadillac Escalade and other models. Sadly, we did not win the pitch.
client: Cadillac Europe GmbH
general contractor: Display International
06. September 2004