Playlab
- Brand
- Cadillac
- Year
- 2023
- Objective
- Sales
- Industry
- Automotive
- Mechanic
- Racing & Sports
- Platform
- Installation
Objective
Cadillac launched the electric LYRIQ in Europe through flagship spaces in Paris and Zurich built as family destinations rather than conventional dealerships. Playlab was designed to pull children into the configuration process itself, so they'd push their own trim and colour choices onto their parents, while keeping families in the showroom longer and building brand loyalty along the way.
Solution
A child steps into the dedicated Playlab area, tucked near the lounge and meeting spaces, where scale models of the LYRIQ and swatches of interior trim sit ready to touch. They build and colour their own version of the car, choosing finishes and materials, then climb into a seat for a virtual test drive on screen. As the drive plays out, the game drops in prompts about safe driving and eco-friendly habits. Meanwhile, parents work through their own configurator nearby, speccing a real LYRIQ — the two experiences run side by side until the child shows off the car they built.
- 1
At Cadillac City flagship stores in Zurich and Paris, children aged 3 to 12 are guided into Playlab, a dedicated play zone separate from the area where a parent consults with a sales advisor.
- 2
The session opens with hands-on play: the child handles miniature models of the Cadillac LYRIQ before any screen is introduced.
- 3
The child then explores physical trim and material samples used in the real car's interior, touching swatches and picking favorites.
- 4
Using those choices, the child builds a personal LYRIQ in a kid-oriented version of the car configurator.
- 5
The custom car becomes playable: the child takes it into an immersive virtual test-drive sized for young players, steering their LYRIQ through a game world.
- 6
The drive itself is the teaching layer: gamified prompts and mini-tasks woven into the route reward safe-driving behavior and eco-friendly habits as the child plays.
- 7
In the Paris location, the zone doubles as a set of car-themed digital games the child can play while parents configure a real LYRIQ nearby; the child then carries their in-game result back to the parents as a suggestion for the real purchase.
