DETROIT—Cadillac revealed a new modern design for its dealerships as part of the brand’s “Defining Moments” customer service initiative. The new showroom layout features open, well-lit displays that allow customers to interact with the cars and dealership staff. The new design also features a customer lounge with a coffee bar, custom-designed art and designer furniture.

Designed by Gensler architects and Cadillac designers, the new layout features contemporary architecture. In select markets, the redesigned dealerships will be stand-alone Cadillac dealers while multi-brand dealerships will feature dedicated and covered service drives.

“The new facility design and furnishings provide a great stage for our exciting new automobiles,” said Kurt McNeil, vice president of Cadillac Sales and Service, “but our main goal is to create a highly positive first impression that creates that defining moment in our customers’ minds that we will exceed their expectations before, during and after the sale.”

Suburban Cadillac of Ann Arbor was the first Cadillac dealer to complete the facility makeover. Currently, more than 200 Cadillac dealers across the United States have committed to completing a similar image upgrade within the next two years.

Some features for the new showroom include:

• Limestone tile and aluminum storefront glazing

• Photography highlighting elements in Cadillac’s Art & Science design philosophy

• Stainless steel and brushed aluminum finishes

• Theatrical lighting to highlight the vehicles

• English Oak walls, matte porcelain tile floors

• Textured leather chairs and Knoll Barcelona lounge chairs

• Polished chrome tables and lamps