“ EVERY MAN TAKES THE LIMITS OF HIS OWN FIELD OF VISION FOR THE LIMITS OF THE WORLD.
“
- Arthur Schopenauer, Philosopher -
HERITAGE Pag. 7
STRUCTURE Pag. 141
SENSE Pag. 147
RECAP Pag. 225
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HERITAGE
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“ THE DIFFERENCE BETWEEN ORDINARY AND EXTRA-ORDINARY IS SO OFTEN JUST SIMPLY THAT LITTLE WORD - EXTRA.
“
- Bear Grills, Mountaineer -
Hummer is a soldier.
S
ince 1981 Hummer fights cheek to cheek with the U.S. Army soldier in every mission, carrying them nimbly and safety all around the battlefield, Like nothing else.
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Hummer is Arnold.
A
rnold Schwarzenegger is the Hummer ambassador. He allowed to redesign a military vehicle for every day road use, for the first time ever and thanks to him the military vehicle has been re-designed for everyday road use. Sharp design and bright colors perfectly reflect Arnold Schwarzenegger personality, Like nothing else.
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Hummer is a transformer.
H
ummer is a perfect all-rounder: one day it can be a luxury SUV, an extreme off-road truck and a huge limousine too. Hummer fits perfectly in every situation, Like nothing else.
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Hummer is a dealer.
H
ummer dealers are designed starting from a military-style aircraft hangar. Huge volumes, solid shapes and bright lights accentuate the Hummer heritage, Like nothing else.
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Hummer is funny.
H
ummer is passion. Passion for bold and resolute design, passion for power, passion for off-road paths. Everyday tons of fans are involved in passionate rallies, off-road events and tuning expos. Ebodyng Hummer values, Like nothing else.
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Hummer is a popstar.
H
ummer is strong in pop culture, even in music. Hummer is a brand that impersonates a solid personality, Like nothing else.
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“ FILO SPINATO CEMENTO ARMATO OCCHI NASCOSTI OVUNQUE PER TERRA LA RADIO GRACCHIA LA TESTA SCUOTE LE BUCHE E LE RUOTE IL CIELO È SOLTANTO UNA FERITOIA UN RECINTO BLINDATO DI UN VETRO DI HUMVEE.
“
- Vinicio Capossela, Lettere di soldati -
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“ IT’S ALL ABOUT THE YOUNG FUCKIN’ MONEY IT’S A WAR IN THESE STREETS, I NEED A HUMVEE.
“
- Lil Wayne, Selsun blue -
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Hummer is an actor.
H
ummer appeared in a ton of movies and tv series, like Fast and Furious, Iron Man, Borat, The Rock, Transformers, Dejavu and a lot more. Hummer is so unique that its identity is pretty much the same in every movie, Like nothing else.
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Jurassic Park, 1993 Hummer h1 ( 81 )
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the rock, 1996 Hummer h1 ( 83 )
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deja vu, 2006 Hummer h1 ( 85 )
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borat, 2006 Hummer h2 ( 87 )
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transformers, 2007 Hummer h2 ( 89 )
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iron man, 2008 Hummer h1 ( 91 )
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fast & furious, 2009 Hummer h1 ( 93 )
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( 1 1 1 ) Heritage
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Hummer is a communicator.
H
ummer commercials are unique and transversal, both unisex and masculine, Like nothing else.
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Heritage
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STRUCTURE
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“ ONE SECRET OF SUCCESS IN LIFE IS FOR A MAN TO BE READY FOR HIS OPPORTUNITY WHEN IT COMES.
“
- Benjamin Disraeli, British Politician -
DOMINANCE
RELIABILITY
SELF-CONFIDENCE
( 138 ) Structure
Prevalent Height Sharp Design
Tough Materials Large Volumes
Off-scale Proportions Bright Colors
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SENSE
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“ NEVER SET LIMITS, GO AFTER YOUR DREAMS, DON’T BE AFRAID TO PUSH THE BOUNDARIES.
“
- Paula Radcliffe, Long-distance runner -
Dominance First Value
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Hummer is dominance.
D
ominance to its higher level-dominance within dominance. Architecture as a way of standing over context and share it down, Like nothing else.
ARCHITECTURE Church at Foligno, Fuksas
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T
he huge sizes and the monolithic design ensure the respect that leads to the pack leader. Hummer is the alpha male, Like nothing else.
HISTORIC BUILDINGS Parthenon
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NATURE Niagara Falls
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FILM Rambo
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ANIMALS Rhinoceros
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Characteristic 1 Prevalent Height
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Characteristic 2 Sharp Design ( 164 ) Sense
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Reliability Second Value
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Hummer is reliability.
T
he image of the heavy and thick barrier -wall- is a means of showing the safe side of architecture, Like nothing else.
ARCHITECTURE Peter Zumthor - Kunstahaus
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H
ummer is reliability over
time. Tough materials and solid volume solutions help Hummer to resist passage of time, Like nothing else.
HISTORIC BUILDINGS Stonehenge
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NATURE Centennial tree
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FILM Captain America
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ANIMALS Stag-Beetle
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Characteristic 1 Large Volumes ( 182 ) Sense
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Characteristic 2 Tough Materials
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Self-Confidence Third Value
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Hummer is self-confidence.
E
spressing sself-confidence through the complexity of architectural forms addedd in a extremely simple environment, Like nothing else.
ARCHITECTURE Reggio Emilia Station, Calatrava
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Sense
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Sense
H
ummer means self-confidence, beeing confidence about choices and life-style. It means proudly showing off, Like nothing else.
HISTORIC BUILDINGS Pyramids
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NATURE Tube Surf Wave
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FILM Pulp Fiction
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ANIMALS Horse
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Characteristic 1 Off-Scale Proportions
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Characteristic 2 Bright Colors
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Sense
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RECAP
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