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VINFAST at LA Autoshow


Project Overview

The LA Auto Show represented the global premiere and official introduction of the VinFast EV brand to the North American market. VinFast unveiled two of its latest EV models at the show—VF e35 and VF e36—marking an important milestone in VinFast's global expansion plan. ASV worked alongside the VinFast global team and design agency in Vietnam to make this happen.  

The design of the booth took cues from the VinFast showroom concept and positioning of the VinFast brand personality … futuristic, modern, friendly (open), minimalist style with a visual focus on the electric vehicles and other accents honoring the beauty of Vietnam. The 88’x82’ VinFast booth consisted of white floors providing an open, friendly welcoming space, a custom-built key hero 2-car platform inspired by the images of terraced fields in Vietnam, a main structure featuring a 2-story LED wall, prominent Vinfast branding, a VIP lounge serving up Vietnamese coffee shipped in from Vietnam, and a Technology center with product and material displays.

ASV produced both the auto show exhibit and the press event for VinFast’s global debut. The press event was streamed live across the globe and seen by millions of auto enthusiasts and media representatives. The auto show provided VinFast the opportunity to build up a customer database as they prepare to kick off product sales in the US.


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