The signature element of Detroit’s skyline — General Motors’ Renaissance Center headquarters — is adorned with a massive GMC advertising wrap for the Detroit Lions’ recent appearance on ESPN’s “Monday Night Football” broadcast.
The graphic work, which includes the truck brand logo atop the network’s game logo, was done last week by i.M. Branded, which is co-owned in suburban Detroit by Roger Penske’s Penske Automotive Group.
GMC is the official truck of the National Football League, and the intent of doing the massive wrap is to get the brand in front of the “Monday Night Football” audience when ESPN does secondary shots of the city outside Ford Field during the game. The games averaged 13.6 million viewers last season.
i.M. Branded designs, manufactures and installs custom vinyl graphic wraps and images for buildings and vehicles. Since 2010, it has had a millwork unit that does a variety of internal build-outs of auto dealerships, including fixtures and desks.
The wrap is about 280 feet tall and 125 wide, and is a perforated vinyl window film applied to the exterior of glass that allows people inside the building to still see through the windows, said i.M. Branded President Jim Whitehead. The film is similar to looking through a screen door.
The RenCen wrap was designed and printed, over about 50 hours nonstop, on the firm’s 2,400-pound HP Latex 850 printer, a $250,000 machine that uses eco-friendly ink, he said.
This is the largest wrap to ever adorn the RenCen, Whitehead said, larger than a wrap on the central tower for the Super Bowl and baseball’s All-Star game.
It took five i.M. Branded staffers a week to install the wrap, which was lit at night this past weekend and during the game, and will remain up through September.
While Whitehead didn’t disclose a cost, he said large building wraps begin at $100,000 and can top out at “multiple hundreds of thousands of dollars.”
i.M. Branded’s largest wrap was a 400-by-125 wallscape on the north face of Joe Louis Arena in 2001 for the re-launch of Dodge’s NASCAR participation, he said.