At Vossen Wheels, innovation and craftsmanship are at the core of everything we do, and this year’s 2024 SEMA display was the ultimate expression of our brand’s ethos. Standing over 100 feet long, this was the largest and most ambitious booth we’ve ever created. It wasn’t just a showcase—it was a statement. Our in-house engineering team fabricated the entire structure in phases to assist with assembly on site in Las Vegas. Each and every display shelf was held together with custom branded aluminum plates, bolted to T-nuts… 13,000 total to be exact. The booth was entirely handmade, meticulously constructed with extruded T-Cell aluminum, showcasing the perfect balance between modern industrial design and premium aesthetics. Every element was purpose-built to encapsulate the essence of Vossen: Passion, Precision, and Performance.

The entrances to the booth were illuminated with custom LED lighting that guided attendees into our private gallery after being greeted by our hostesses. Inside, over 100 of our latest designs were displayed, including our all-new Vossen Forged VPS Series, our newest additions to the 8-Lug market with the GNX line, and additions to our customers favorites. On one side of the booth, are latest forged designs were displayed, on the opposite side was our entire Hybrid Forged range. Included in the display were new visions from our collaborative wheel partners at Champion Motorsport, Novitec and Urban Automotive. At the outside of the booth, the 20×100 expanse couldn’t be missed with bold, branded red plexiglass walls on the exterior added a striking visual element that turned heads and created a buzz throughout the event. These walls stood out visually in our token color, Vossen Red.

This year’s SEMA display was more than just a booth—it was a celebration of the relentless pursuit of perfection that drives Vossen. We wanted to give visitors an unparalleled experience, blending cutting-edge design with our unwavering commitment to innovation and our brand integrity. Each afternoon, our dealers and distributors were welcomed for an open bar experience to set the stage for the evening’s in Las Vegas. From the materials used to the layout of the wheels, every detail was carefully considered to make this booth an iconic centerpiece at SEMA. We are proud to have set a new benchmark for our brand, and we’re already looking forward to pushing the boundaries even further in the future. Thank you to everyone who visited and shared in this moment with us—see you next time.

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When conceptualizing ideas and methods to showcase our newest designs, one main recurring theme was more prominent than most– Consistent media across the board from clients to consumers. Our brand image and presence is everything to us and our customers hold continued high standards for this reason. The display had to be as good, if not better than our product.

Being from Miami, we have the repeated luxury of art and design being showcased so frequently in our backyard. What more perfect way to display our latest additions than a massive 50×30′ gallery amidst the madness of the Las Vegas Convention Center.

We chose this design for a modern, art gallery style to allow our customer’s and client’s to be “removed” from the show when they enter the show. The walls were purposely made 16-feet high to match the average height of our factory machines and layout so it’s strictly just the wheel details being exhibited. The ledges were placed at 4-feet high to put the intricacies of the wheels at eye-level for any of the visitors. The upper bar-sconces were mounted at 8-feet to allow light to travel down on both the Vossen Red walls and the top of the wheel barrel to emphasize width and design. 

The lighting for this showcase was a feat in it’s own as we wanted to match our same studio style lights but allow the booth-visitors to get a similar image on their cell-phone, flash free. Over 1000 feet of dot-less LED’s were used for lighting the wheels in this showcase, and 50 RGB tubes were utilized for the hint of red beneath the ledge as you walked through the booth. 

Covering all of the 50×30’ gallery was a custom-made 0% black-out curtain with a gloss white backing up-top. This bounced the convention center lights back up away and allowed us to control 100% of the lighting for our booth. On the Left and Right side of our meeting rooms, our Vossen V-Shields were made in high-density foam to project our videos and content in 4K for customers to view as they walked through the gallery.

The outer pillars on one end of the booth showcased our most-popular Hybrid Forged 5-lug designs like the HF-5 and all-new HF-7, while adding in the latest addition to our offering, the first floating-center cap Hybrid Forged wheel: The HF-8.

At the opposite end, the same design was mirrored to showcase our 6-lug Hybrid Forged Wheels and teased the booth visitors with an entirely new center-cap that was hand-delivered just for this event.

In the center of attention were our meeting rooms while on the outside walls 25 brand-new designs were carefully placed. Amongst them was our S21 series received 3 additions that will be available in Monoblock, 3-Piece, and Carbon applications.

Every aspect of this booth had a multi-functional purpose or intention behind it— Our brand image and presence is everything, so every image captured by our visitors already exceeds expectations. Overall, this exhibit took a massive amount of teamwork and man-hours— plenty of sleepless nights were had to ensure it’s success and it was worth every second. 

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Tucked underneath the Xpel Stealth wrapped body is our industry-leading LC2-C1’s, a mono-block, forged, directional staple in our wheel offering— finished in Marbled Gloss Clear. Gabe’s Corvette C8 always seems to turn heads wherever it goes, now our jaws are permanently on the ground.

When considering options for the Corvette, the multitude of options  in the Vossen Forged lineup, given its previous fitment was a 20/21″ setup. We chose the Vossen LC Series for it’s unique lip design and the customization between the inner face and outer lip style. Along with the satin-wrapped factory paint, the Marbled Gloss Clear additions look right at home with the Gloss Carbon Fiber add-ons.

Vossen Forged LC2-C1
Marbled Gloss Clear

Wheel Specs: 20×9.5 / 21×12.5

Tire Specs: 255/30/20 | 325/25/21

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The Vossen Hybrid Forged 6-Lug Series, although a prior series for us, still rings true on both street-style trucks, and now, off-road capable rugged SUV’s. While a lowered, fender-to-lip Bronco wasn’t in our original deck of cards, this Bronco has turned more than a few heads both on and off the web.

When considering options for the Bronco, the multitude of options  in the Vossen Hybrid Forged 6-Lug lineup, given it’s recommended fitment was a standard 20″ offering. We chose the HF6-3 for it’s sharp, multi-spoke design and stuck to the 20″ size to showcase it’s factory tire height at 35″.  Against the Area 51 color code, the Anthracite finish looks right at home on this World Debuted Ford Bronco.

Vossen Hybrid Forged HF6-3
Anthracite

Tire Specs: 35 x 12.50 x 20
20×9.5 Front / 20×9.5 Rear

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The Engineered Art Gallery at the Waldorf Astoria in Las Vegas was the place to be during SEMA earlier this month. With the full 2020 Vossen Wheels lineup on display, as well as a detailed guide through the Vossen Forged manufacturing process, the gallery’s focal point was the robotic demonstration by our partners at IA Robotics (@ia_robotics.s) and Fanuc America (@fanucamerica).

A wide variety of cars were on display out front, from the new Supra by Ultimate Auto (@ultimateauto) to the Urban Automotive (@urbanautomotive/@tagmotorsports) G700s, with Novitec widebody cars and Audi R8s in between.

Meanwhile, at the SEMA Show, a new, improved version of last year’s centerpiece, the Vossen Wheel Tree Sculpture, was on display to show the new lineup to the masses passing through. With nearly 40 wheels and a 360° view of the display, the tree was a refreshing sight to see in the otherwise-repetitive trade show environment.

Many thanks to our partners at the Waldorf Astoria (@WALasVegas) and Identity Brand (@IdentityBrandLV) for their help making such an event happen, and thanks to everyone that attended our private gallery and that stopped by the SEMA 2019 booth.

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Nestled comfortably amidst the chaos of Las Vegas during the week of SEMA resided the Vossen Gallery, at the Waldorf Astoria. Taking over the former Mandarin Oriental Centerpiece Gallery, the nightly invitational dissociates itself from the typical trade show vibe that dominates the week, creating a relaxed, intimate venue for guests to experience Vossen’s latest Engineered Art™.

2018 marked the third year that Vossen has returned to the Waldorf Astoria for the week of SEMA. Every year our approach evolves upon the last, taking inspiration from everywhere and developing focus on new products and industry trends while setting some of our own. With an ever-growing plethora of studio photography happening in our Miami headquarters, where the Vossen Forged factory buzzes around the clock, we really wanted to put focus on the in-house design, manufacturing and finishing that define the Vossen brand. Twenty-foot wheel photos wrapped the exterior of the gallery, surrounded by nearly a dozen modified, Vossen-fitted cars from all over the country.

To take a look inside the Vossen Gallery 2018 at the Waldorf Astoria, Las Vegas, click the image below:

3D photo rendering created by Ova-Nee Productions

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We decided what better location to shoot this sensational combination that at the Mandarin Oriental Las Vegas. Host of our “Engineered Art” Private Event, the MO Las Vegas was happy to accomodate us for our video & photo shoot.

The Satin Black 918 with the combination of the Patina Gold RS74 gives this hyper-car even more of an exotic look. The trademark Porsche green hybrid accents throughout complete things.

Designed to be lightweight with superior strength the RS74 Forged Wheel is the perfect wheel upgrade for late model Porsche’s. Champion MotorSport’s award winning race heritage was critical to develop a wheel appropriate for the Porsche Enthusiast.

The RS74 is offered as a centerlock or as a 5 lug forged wheel. Note an original styling element of the RS74 is showing the exposed centering pins. This allows us to offer deeper cuts in the Forged 6061-T6 aluminum. The RS74 has less weight with a distinct look without sacrificing strength.

The RS74 is available for many late model Porsche’s in 20 and 21″ Sizes. The RS74 is also offered in Vossen’s vast array of wheel finishes and color options. 19″ and 22″ options are planned.

The RS74 is available exclusively for your Porsche at Champion Porsche .

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The SEMA Show is an annual gathering of everything automotive-related in Las Vegas, Nevada, USA. Throughout the decade that Vossen has been in attendance we’ve watched—and taken part in—the evolution of the aftermarket industry, year after year and booth after booth. After several years the widely-employed formula has grown stale and we’ve been on a quest to reinvent the way our fans, dealers and fellow manufacturers experience our brand and new products. After hosting the Vossen Sky Lounge in 2015 and teaching Vossen’s history with the Private Gallery in 2016, it was time to flip the script again and that’s how the Vossen Engineered Art Gallery at SEMA 2017 was born.

The Mandarin Oriental in Las Vegas was a beautiful, elegant and impressive property for the Sky Lounge and after being told of the ground floor gallery space, it truly a no-brainer—a full standalone space, branded as we please, with cars on display out front and no lobby, front desk or elevators to confuse our guests upon arrival. We got to the drawing board, drafting many concepts for the exterior’s aesthetic, creating an after-hours brand presence that is unprecedented in the SEMA Show’s 50+ year history.

Inside the space, with a completely blank canvas at our ready, it was time to really philosophize the Vossen brand, the collaborations we’ve been tirelessly developing and the new Vossen Forged and Hybrid Forged models and capabilities and how to demonstrate them to our guests. Considering the gallery style of the space, I quickly became obsessed with suspending our Engineered Art with stainless steel wire. Many hours of scheming and rough engineering led to a raw-materials-based concept that levitates our wheels, built and lit with an array of industrial components.

Eight collaborations, spanning brands in the furthest reaches of the automotive industry, were one of our main topics to showcase at The Vossen Engineered Art Gallery. Lining one half of the space and detailed on red acrylic, we exhibited 2017 and 2018’s forged collaborations with ABT, Champion Motorsport, Novitec, RENNtech, ROUSH Performance, Tony Kanaan and Urban Automotive alongside our Vossen x Work Series (the collaboration that started it all).

Outside the Vossen Engineered Art Gallery at SEMA 2017 was our latest project car was on display, the Abt Widebody Audi Q7. Modified from top to bottom by Abt, this Q7 is a 1 of 10 limited edition car for the USA (and 10 units in Europe too), and the first in production. Fitted with an Audi Q7-specific 22″ forged wheel, the AVX, the widebody Q7 is the beginning of collaborative effort that he hope to see grow throughout the world of German cars.

Beside the Q7 is Champion Motorsport’s Porsche 918, fitted with the all-new RS74 forged wheel. Made specifically for 5-lug and center lock Porsche applications, the RS74 is a natural evolution in Champion’s wheel offerings and produced in Vossen’s TÜV Verified forged wheel factory.

Rounding out the trio is RWB Samurai, a widebody Porsche 993 owned by Tim Walbridge (owner of 503 Motoring in Portland, OR) and fitted with Vossen’s all-new 3-piece modular wheel line—more specifically the Vossen Forged ERA-3 and measuring 18×10 and 18×13.

Looking back on the Vossen Engineered Art Gallery at SEMA 2017 feels like just yesterday, and we truly can’t thank all of our friends, dealers and industry contemporaries for joining us at the Mandarin Oriental. We loved hosting everyone and showcasing what we’ve been so vigorously working on this year and can’t wait to show you what’s next!

COLLABORATIONS

Abt Sportsline America / AVX Forged Wheel for Audi Q7 / @abt_sportsline

Champion Motorsport / RS74 Forged Wheel for Porsche / @championmotorsport

Novitec / Forged Wheels for Lamborghini Aventador and Tesla Model X / @novitecgroup

RENNtech / Forged Wheels for Mercedes-Benz / @renntech

ROUSH Performance / RVS Forged Concept Wheel / @roushperformance

Tony Kanaan / TK20 Forged Wheel / @tkanaan

Urban Automotive / Forged Wheels for Land Rover & Range Rover / @urbanautomotive

Words & Photos: Sam Dobbins (@sdobbins_vossen)  /  Video: Anthony De La Paz (@dela_vossen)

GALLERY

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Fitted with Vossen Forged LC Series wheels to fill out the new, wider lines of the Rocket Bunny Mk7 GTI Widebody kit, the pair of hot hatches soaked up the afternoon sun while we shot around in the eerily lonesome motorsports park. With the sounds of the Optima racing event in the background, on the road course, we snapped away while the two GTIs sat still for a moment.

These two Rocket Bunny Mk7 GTI Widebody builds might share some key features, such as matching fender flares and Vossen Forged LC Series wheels, but the ethos behind each car couldn’t differ more. From suspension to interior, livery to roof accessories, the pair of GTIs provide a good blend of track and show inspiration, demonstrating the best of both worlds.

Autrey’s Rocket Bunny Mk7 GTI Widebody is outfitted with staggered 20-inch Vossen Forged LC-109T wheels finished in Imperial Gold. The 20×10.5 and 20×12 forged wheels fill out the widened arches entirely, while Air Lift Performance’s air suspension kit brings the body closer to the pavement on command. Forge Motorsport’s bolt-on offering fills out the engine bay, including a carbon intake, silicon hoses and Twintercooler, while Sony’s latest and greatest car audio components decorate the boot.

An Autoflex Coating on the body replicates a glossy paint surface whilst being easily removable, allowing Autrey to change the color of the car much more effortlessly than traditional paint.

Across the lot was the track-focused Rocket Bunny Mk7 GTI Widebody, dubbed the GTI RS. With a 4-point custom roll bar, fixed back seats carbon seats from Status Racing, and a wide array of performance-oriented bits, the GTI RS looked right at home with the stands of Las Vegas Motor Speedway in the background.

Fitted with Vossen Forged LC-106 wheels measuring 19×11 per corner and wrapped with 285-30-19 Nitto INVO tires, the GTI RS was ready to make the 2400-mile trek from Vegas back to Daytona, Florida, for Simply Clean the following weekend.

The Porsche RS-inspired livery of the GTI RS is indeed reversed on the right side of the car—a result of both subtle obsessive tendencies and to pay homage to the flare kit’s Japanese roots.

While there are still only two Rocket Bunny Mk7 GTI Widebody cars in the USA, it will only be a matter of time before another pops up or they cross paths once again, but in the meantime we leave you with this short feature video and photoshoot of the duo while we begin planning our return to Las Vegas next November.

Words & Photos: Sam Dobbins (@sdobbins_vossen) ///// Video: Anthony De La Paz (@dela_vossen)

OWNER ///// Autrey McVicker (@dwsparts)

WIDEBODY ///// Pandem Rocket Bunny • @pancrossllc • @rocketbunnyusa
WHEELS ///// Vossen Forged LC-109T (20×10.5/20×12) @vossen
BRAKES ///// Audi TT RS Front Brakes
AUDIO ///// Sony • @sony
SEATS ///// Sparco R333 • @sparcofficial
SUSPENSION ///// Air Lift Performance w/ 3H Mgmt • @air_lift_performance
TURBO ///// CTS Turbo FMIC, BOV, Short Shift Kit, Downpipe • @ctsturbo
EXHAUST ///// Kustomz Unlimited • @kustomzunltd
TUNE ///// Unitronic Stage 2 • @unitronic
ENGINE ACC ///// Forge Motorsports Carbon Intake & Silicon Hoses • @forgemotorsport
PAINT ///// AutoFlex Coatings • @autoflexcoatings

OWNER ///// Sam Dobbins (@sdobbins_vossen)

WIDEBODY ///// Pandem Rocket Bunny • @pancrossllc • @rocketbunnyusa
FABRICATION ///// SwoopsBUILT • @theswoops
WHEELS ///// Vossen Forged LC-106 (19×11 F+R) @vossen
TIRES ///// Nitto INVO 285-30-19 (F+R) • @nittotire
BRAKES ///// AP Racing Radical by Stillen • @ap_racing_by_stillen • @stillen
SUSPENSION ///// H&R Coilovers • @hrspringslp
SEATS ///// Statüs Racing ICON GTX Carbon Seats • @thestatusracing
STEERING WHEEL ///// Renown USA Motorsports 100 Rosso Wheel @renownusa
ROOF RACK ///// Thule Aeroblades and Sonic M Box • @thule
TUNE ///// United Motorsports E85 Flex Fuel @united_motorsport
CHASSIS ///// Tyrolsport Deadset Kits F+R @tyrolsport1
ENGINE ACC ///// Forge Motorsports Intercooler & Silicon Hoses • @forgemotorsport
MOTOR MOUNTS ///// Black Forest Industries • @blackforestindustries
CLUTCH ///// Sound Bend Clutch Stage 3 Daily • @southbendclutchkits
DIFFERENTIAL ///// Wavetrac Limited Slip Differential @wavetrac_differentials
EXHAUST ///// AWE Tuning Touring Exhaust Suite & Downpipe @awetuningofficial
PAINT ///// PPG Refinish • @ppgrefinish
PAINT PROTECTION ///// XPEL Paint Protection Film • @xpeltech & @detailingdynamics
ACCESSORIES ///// Rennline Quick Release Hub & Tow Hooks • @rennline
GRAPHICS ///// Sign Factory • @signfactory • @signfactoryadam

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There was only one thing on our minds after SEMA 2015: How do we top the Vossen Sky Lounge for next year?! Calls, texts, and emails were flooding our inboxes by the day, and the pressure was on to create something new for SEMA 2016. We wanted to get back to the show floor but maintain the intimacy that the Sky Lounge was praised for, all while celebrating our tenth year as a premier wheel manufacturer, and after many nights of brainstorming, the Vossen Private Gallery was born.

It’s easy to fall into a rut when designing a booth for a tradeshow like SEMA, especially after so many years and so many shows around the world. After throwing around countless concepts we decided on two things: the booth will be completely enclosed and will not contain a car. With dozens of new wheel models and prototypes making their way through the Vossen Forged factory we knew we would need to maximize wall space, filling nearly every square foot with Engineered Art.

The main influence in the design of the Vossen Private Gallery was interactive experience. We wanted our guests to be engaged from the moment the door opened with a strategically-lit hallway, showcasing a brief year-by-year history of Vossen and its milestones. After rounding the last corner of the hall the room opened up into a 360° view of wheels. Guests were encouraged to sign their names throughout the hallway, shouting out their companies and/clubs and putting their mark on Vossen’s celebration of a Decade of Design.

Many months of development led to the creation of the Vossen3D Virtual Garage (vossen3D.com), our new interactive 3D car and wheel configurator. With SEMA around the corner, we wanted to make Vossen3D the main attraction—inside and outside the booth. Five touch screens lined the outside of the booth while others were displayed on tables around the full service bar.

Nearly 100 wheels outlined the Private Gallery, with cocktails on deck and Vossen3D showcasing every combination of cars and wheels one could imagine, and before we knew it, SEMA 2016 had come to an end. Thanks again to all of our guests that came out to celebrate a Decade of Design with us, see you next year!

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