An iconic brand from America's luxury industry, Hummer × ShowStudio, felt its power when they hosted the launch of Hummer EV 2022 at 8175 Melrose Avenue in Los Angeles this Autumn. The event celebrated its new campaign for GMC's most current electric pickup. Within the industrial look commercial space in West Hollywood, Hummer's pickups were displayed amongst minimal, contemporary lounge areas, with merchandise by Hummer X Just Don on display as well as an integrated virtual experience, "Like Nothing Else" by Showstudio to activate the release of Hummer EV.
This activation interacted with guests as they steered into varying virtual landscapes, creating a dynamic installation of the pickup through immersing guests in a 'virtual drive. The dark blue lighting washed over the space, enhancing the brutality of the exposed concrete and steel architecture, and creating a path to the open rooftop which presented three of Hummer's pickups against the Californian sky.
On top of a white Hummer truck, Bigsean rapped to an eclectic guest list of illustrious people from the world of Film, Art, Design and Music such as American rapper Llcoolj, Tydollasign and Interior Designer Kelly Wearstler.
A dynamic and progressive release of the Hummer EV 2022, in all its prestige.