The Carvana dealership in Dallas where customers can browse through cars by looking for individual brands located within certain zones. (Brian Womack)Carvana has unveiled an auto dealership in Dallas that's drawing attention with a look and approach that's not exactly orthodox.The company's new site lets visitors shop for a car — without interacting with someone from the dealership. There are no salespeople. Instead, customers can peruse the vehicles as if they're in some kind of open-air store with the vehicles on full display with digital QR codes to guide the process. Sure, there are Carvana folks to help if a customer wants that — but a customer could just as easily check out a vehicle, decide it's the right one and then order it up on a smartphone. AdvertisementAdvertisement"Our goal with this is to really meaningfully evolve what the in-dealership experience looks like," said Christina Keiser, executive vice president of strategy. "… This is a really big step in a new direction."Carvana, known for its online used car sales, has ramped up efforts with new vehicle. It has acquired and operates several Stellantis Chrysler, Dodge, Jeep, Ram (CDJR) dealerships, the company said. The deal for the Park Cities CDJR site in Dallas wrapped up around September of last year.Carvana renovated that dealership and launched the new approach in June. Earlier this month, Keiser said she was encouraged by "what we're seeing so far" as shoppers signal they like what they find, as some visit more than once. The local site is providing room for evolving and learning about the potential of the new approach at the dealership that includes transparent, no-haggle pricing. AdvertisementAdvertisement"Dallas is just this thriving metropolis, right?," Keiser said. "I think we have always tried to build for all car buyers and sellers, and really change the experience for all car buyers and sellers — and Dallas gives us access to a true cross section of who those car buyers and sellers might be."The Carvana dealership in Dallas where customers can use QR codes to learn more about a vehicle. (Brian Womack)Carvana has a history in the Dallas area with customers that long predate the new dealership. That includes the famous tall vending machines, with one in Frisco and a more recent one in Fort Worth. The new dealership site covers nearly four acres, and that doesn't include a service center that's nearby. It's located near Dallas Love Field on Mockingbird Lane.The new approach is demonstrating that there are a "a number of people" that are interested in purchasing vehicles just as they might buy something online, according to Alan Haig, president at Haig Partners, an advisory firm for buying and selling dealerships in the industry. AdvertisementAdvertisement"I think it's a significant development," Haig said. "… I like the idea of giving consumers choices on how to buy a vehicle."There are clearly options for customers at the Dallas site. Walk into the showroom, and they'll see comfy seating, cornhole and live plants — and without the old-school offices for sales. In the middle of the showroom is a gigantic cube with screens that stretch to about 10 feet tall. On the display, visitors can scan a QR code — and access information about a vehicle on their smartphones.Then, they can select what they want, such as two doors or four doors. At the same time, images related to those choices pop up on the massive screen, letting family members (or whoever else came with them) participate.AdvertisementAdvertisement"This is a self-directed experience," Keiser said. "We're here to guide you, we're here to welcome you, but ultimately you don't need us following alongside you." From the cube, visitors can go to the lots where the different brands are cordoned off in separate zones that showcase the vehicles. So, if someone wants a Jeep they can find models in Zone C and D. And the lot is hardly traditional. The automobiles aren't slotted into long rows of typical parking spaces. Instead, they're displayed in a more open, inviting space, at various angles where customers can sort of browse among them. And the vehicle doors are unlocked, so no need to find someone with a key. Customers can sit down in the driver's seat, check out the roominess or let the kids see how they like something. At the same time, there are QR codes for each vehicle, giving information that helps guide the buyer.AdvertisementAdvertisementIt aims to be as if someone were to "walk into a retail store and pick up and touch the inventory — see how it feels in your hand," Keiser said. "We wanted people to be able to do that with what's ultimately an even bigger purchase of a car, and really feel comfortable and empowered."Even the material of the lot is different in some areas, with a soft material that you might find at a park. The "playground" is also colorful, showing off blue hues in some spots. The Carvana lot in Dallas where customers can use QR codes to get more information on vehicles. (Brian Womack)And if they want a test drive? Just tap a button on your phone and someone will bring the same car you're looking at from another area to a shaded spot. In keeping with the self-guided theme, no one from the dealership is required to join the behind-the-wheel experience. Once a customer decides the make and model of their car, they can use that smartphone — or other devices on-site if needed — to finish up the process. Buyers can get a price on their trade-in and get financing as well. That can all be handled on site — or wherever they'd like. Then, they can just wait for the car to be delivered. AdvertisementAdvertisement"You'll notice from the minute you come here that, like, this looks a lot like a normal dealership, and then also really different all at the same time," Keiser said.SubscribeSign up for the Morning Roundup, a free newsletter delivering the latest North Texas news each morning.