Electric car as cultural opportunity.

Vietnamese car company, VinFast, tapped The Apt to imagine their debut event in the U.S. automobile market. We developed a four-part guest experience in Los Angeles, based on their brand positioning, which emphasizes being stronger together and achieving growth by working collectively.

The adventure for our invitees begins with a hand embroidered canvas bag, featuring a beautiful blossom on one side, announcing the event details on the other and carrying 3 lotus seeds. The embroidery honors a Vietnamese tradition, and the planted seeds will blossom just in time for the party.

Already engaged in our theme of growing together before arrival, our guests are greeted by two massive stairways, packed solid with bundles of brightly colored and culturally relevant incense, every step through the gateway a pulsing wave of aroma wafting outward, a means of transition, purification from the noisy, dirty world of the street into the peaceful natural wonder of VinFast.

Once inside, an utterly unique experience unfolds that includes but isn’t limited to: special libations featuring Californian and Vietnamese fruits and crafted by the world’s best mixologist; a music moment centered on a fleet of drones mimicking a flock of birds working as one in the night sky; and a climatic unveiling of the VinFast electric vehicle surrounded by a placid pond, on which a striking video projection show begins as one of the “birds” dives into the water.

(Work completed for Group Of Humans)