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SLA Designers




Cyril Lamy - Creative Director

Tuyen Do Le - Architect | Lighting designer

Vi Hao Thang - Visual artist




Our team gathering international designers in various fields from architecture, interior, and industrial, exhibition to lighting and media has visualized a showroom taking into account the Customer-Centric approach, the E.V. users’ top values, and the international expansion plan so as to achieve the VINFAST REVOLUTION:


  • Visual art identity

  • Immersive experience

  • Next-generation showroom

  •  Visual art identity / Architecture & urban art


The architectural design is minimalist while being appealing.


Minimalist because we take into consideration the international expansion plan of the showroom for which a universal language is the best answer to be broadened in a diverse cultural urban environment, also easily adaptable in terms of budget and regulations.


The impressive first attraction to appeal to the visitors’ vision to the indoor and the car design is the double skin façade made by a full curtain glass wall, and a dynamic metal mesh called “wind fast” to filter the light and vision. The Wind Fast is an art installation that expresses the natural fresh air flow caressing the car in movement, with an infinity of visuals generating natural feelings from morning to nighttime. 


Vinfast revolutionizes the car industry world by using a visual art identity.


Immersive experience / Display & Exhibition design


The showroom is set up as an immersive exhibition, with a central zone dedicated to the customer and combining the welcoming desk and bar and multiple interactive installations to discover the Vinfast car's design and technologies. From that central area, the visitors have an overview and free access to the cars staged around enhanced by the light.


As to be able to establish a unique experience for the future users of E.V., we create the V.R. experience and position it in the middle of the showroom. Specifically, we install a real bespoke Vinfast car where the driver and his family can discover a full-driving experience together with various environments and contexts. Other visitors in the room are also able to observe the live experience through the LED screen display; this is also a favorable means supporting other marketing purposes.


International surveys have revealed that sustainability is the top value for E.V. buyers, this is why we aim to immerse the visitors with this factor by creating different co-targeted systems where human natural senses can be activated:


- The smell of natural trees simulates the future car’s environment.

- The vision of a clear sky, represented by a hanging white sculpture outfitted with a tunable light that reproduces the variation of the natural sunlight tones.

- The listening of bird singing slightly mixed with the sound of wind resistance on the E.V. car that is displayed in the space


The entire showroom is highly flexible to be adapted to different events organized in the showroom (car launching, talk show, VIP hand over, private party, etc.), and for the cars' rearrangements, facilitated by smart spotlights system using position trackers.


Vinfast revolutionizes car display by inviting families to an immersive experience.


Next generation showroom / Layout & Programming


From the outdoor, we have direct visual contact with the bar - lounge and experience areas that generate a highly welcoming entrance inspired by the hospitality world. This is an important aspect of the customer-centric approach as the typical car showroom program is actually in a reverse: customer areas are brought to the front and cars are placed to surround it.


Regarding the international expansion, we conceptualize a smart design for the program layout as it can be easily adapted to multiple proportions and dimensions on the various sites where it should be implemented. This choice of using a standard warehouse steel structure with light partitions walls and mezzanines in an open space volume is also very cost-effective.


Vinfast revolutionizes the standards by creating the next generation showroom.