Infusing Iconic Design into a Bold New Retail Architecture

01. Who Did We Help


Cadillac is the flagship brand for General Motors, one of the world’s largest manufacturers of Automobiles. Known for its styling and performance, Cadillac has been an American symbol of luxury since its founding in 1902.

More recently, GM has significantly increased its commitment to the environment and vision for Zero Crashes, Zero Emissions, Zero Congestion, including greater investment in electrification. To support the resulting evolution of the Cadillac brand, GM started working with leading designers and architects to create a new dealership image. The new brand is reflected at the retail level in a design that is simultaneously contemporary and iconic – featuring long diagonal compound angles that mimic the classic Cadillac tail fin from the 1950s and 60s. The end result is a new, refreshed dealership that provides a consistent, elegant, and highly recognizable nationwide image for Cadillac.

Completed Locations


02. The Challenge

Develop a system, design method, approach and end to end, all-inclusive process to create the quintessential shape of the historic Cadillac fin into a three-dimensional building façade.

03. Our Solution

GM turned to AGI to help actuate the brand into the retail architecture by engineering a structural system that creates the signature Boneline compound angled facades utilizing automotive grade ACM finish. Importantly, this method was also repeatable, scalable, and adaptable to the varied building shapes and sizes among existing Cadillac dealerships. Keeping with the luxury fit and finish, this building system also interlocks perfectly with the routed out, push thru and internally illuminated Cadillac Script and Crest.

By leaving the entire building façade construction in AGI’s hands, the General Contractor need only supply the building shell, as AGI coordinates and constructs both the branded building and signage elements that are central to the brand refresh. This results in a consistent and uniform nationwide image for Cadillac.

04. Results

With over 30 complete or in-progress conversions around the country, AGI has demonstrated a proven, tried and true process that guarantees a faithful execution of the Cadillac Boneline signature.

AGI Divisions Involved
  • Automotive
  • Architectural Branding

Recent Work


Accelerating the Roll-out of Jeep Branded Showrooms
View Project View Project

Mitsubishi Motors North America

Building a unique experience that goes beyond the next 100 years
View Project View Project

Want to know what we have done for brands like yours?

Explore our focus Industries