Vinfast CES
Work
OVERVIEW
For CES 2023, Apex Reality partnered with Cinematic to create a one-of-a-kind immersive theater for VinFast. The fully enclosed immersion chamber used high-resolution LED walls, precise projection mapping on the vehicle itself, and spatial audio to place the audience inside the world of VinFast. The 60-by-30-by-20-foot LED volume ran a 16K pixel map, supported by twelve high resolution projectors for floor and car surface mapping,
IMMERSIVE THEATER IN ACTION
The project began with a clear objective: deliver a world-class state-of-the-art immersion chamber that would soak the CES audience in VinFast’s story. Apex designed and built a giant room whose every surface carried high-resolution imagery, with exact projection mapping locked to the physical car. Twelve 40K projectors handled the floor and vehicle surfaces while Houdini simulations generated particle effects that played across the car’s body.A full spatial audio system using 7.2.6 Dolby Atmos allowed sound to travel left to right, front to back, and twenty feet vertically so every on-screen movement had a matching sonic position. To feed the content pipeline, a team traveled to Vietnam and captured the entire VinFast factory at 12K resolution using gyro-stabilized and fast-moving aerial camera systems. Existing vehicle CAD data was processed into razor-sharp 8K photoreal CGI renders that held up on the massive LED walls.The final narrative followed VinFast’s breakneck rise from absolute zero to full production in under two years. Working with partner Cinematic, the entire immersive theater from design through content to installation was completed in only four weeks.
