Article: The GMC HUMMER EV Is Driving Into The Future
The Like Nothing Else immersive simulation experience by SHOWstudio brought a who's who of celebrities to Melrose to experience everything the all-electric GMC HUMMER EV has to offer.
The Like Nothing Else immersive simulation experience by SHOWstudio brought a who's who of celebrities to Melrose to experience everything the all-electric GMC HUMMER EV has to offer.
HUMMER knew it was something special when it was first introduced in 1992 with the slogan ‘Like Nothing Else’. Those words ring more true than ever with the introduction of this year's GMC HUMMER EV Supertruck. The all-electric, off-road-ready machine sold out in just 10 minutes upon initial reservations thanks to the allure of its infinity roof, high-definition displays, and eighteen cameras for optimal vision. But beyond the impressive specs of the innovative automobile, parent company GMC upped the ante by creating a showroom like no other with some help from SHOWstudio and streetwear maestro Don C.
‘Our work at SHOWstudio is all about exploring the process of creativity and the intersection with what technology can do to aid this,’ explains SHOWstudio’s head of interactive Daniel Brown. ‘We were drawn to the power and agility that this electric supertruck has and what it represents and we are excited to debut our work for GMC HUMMER EV which takes our articulation of the energy of the truck and brings it into a real-world experience.’
On Thursday 18 October 2022, GMC HUMMER hosted an event like no other in LA, showcasing an inventive showcase concept created by SHOWstudio. The City of Angel’s A-listers flocked to Melrose to be the first to try-out the HUMMER EV all-electric supertruck in a one-of-a-kind simulation that gives users a feel for the SUV’s extreme off-road capabilities. Taking test drives to different dimensions, a 3D kaleidoscope allows users to interact with the state-of-the-art SUV. The innovative 'Like Nothing Else' experience traverses users through desert landscapes, rocky hills, and alpine terrains, guided by Don C's voice while getting a feel for the GMC HUMMER EV's smooth steering through even the most extreme off-road conditions.
This marks Don C’s second collaboration with HUMMER having curated and starred in the brand’s recent series of short films, Malibu Series. Showcasing all the GMC HUMMER EV has to offer, the set of five films features Euphoria star Angus Cloud, boxer Ryan Garcia, and musician Big Sean as they effortlessly navigate the off-road terrain of the Santa Monica Mountains.
‘It was a dream to collaborate with Nick Knight’s SHOWstudio, they have that pioneering spirit', said Don C ahead of the event. ‘What GMC has created with the HUMMER EV is something totally unique and groundbreaking on so many levels, and that’s exactly what we wanted to reflect in the live installation. The only way to do the vehicle justice was to create something extraordinary.’
On launch night, Don C was joined by a plethora of LA’s it-crowd including Paris Jackson, Teyana Taylor, Jordyn Woods, Ty Dolla $ign, and Roddy Rich all eagerly awaiting to test the state-of-the-art electric SUV through SHOWstudio's immersive simulation. At the end of the night rapper, Big Sean performed for the crowd as they celebrated the new HUMMER EV.
A hip-hop heavy crowd is a good sign for GMC HUMMER as they unveil their newest model. The Stretch HUMMER Limousine was previously listed on Complex's breakdown of the most iconic cars in hip-hop thanks to the amount it was name-dropped in verses and used in music videos like B.G.'s 1999 hit Bling Bling. As the HUMMER EV supertruck ushers in a new era for GMC HUMMER we wouldn't be surprised if it was featured just as heavily in the songs of hip-hop's new guard over two decades later.
