Not only is the Renaissance Center the corporate home of General Motors, but it’s also the crown jewel of downtown Detroit. Currently it is embellished with a huge GMC wrap advertising the Detroit Lions’ appearance on ESPN’s Monday Night Football.
Measuring about 280 feet tall and 125 feet wide, the perforated window film is produced by i.M. Branded and still allows inhabitants the opportunity to see clearly out the windows, much like a screen door. It takes about 50 hours nonstop on a $250,000, 2,400-pound HP Latex 850 printer − with eco-friendly ink, no less. Five workers spent a week installing the wrap.
GMC is the official truck of the National Football League, whose games averaged 13.6 million viewers last season. When ESPN does “secondary shots” of Detroit outside Ford Field during the game, viewers will be treated to this GMC wrap, plus this weekend the wrap will be lit at night for Detroit residents.
The wrap will remain up through September.