Project 03 · AGS Landscape · 2026

Tết Flower Streets 2026

Four flower streets in four cities and provinces, one unified communications plan. The real audience is not the public but the local authorities.

Cities and provinces: Nguyễn Huệ, Huế, Đồng Tháp, Hà Nội

1.8M

Visitors at Nguyễn Huệ, up 50%

+245%

Visitors at Huế

30+

Press articles

Chapter 01

Context

AGS Landscape was the lead designer and builder for the Tết 2026 flower street projects across 4 cities and provinces: Nguyễn Huệ (Ho Chi Minh City), Huế, Đồng Tháp and Hà Nội.

My role

I came in at the start of the project and helped build the communications master file: the content plan, activities allocated by phase, the production plan, and the coordination across parties (press, television, producers, outsourced crews). I supported content production through the execution as well.

Brand challenge

How do you build one communications plan that holds the AGS Landscape brand image together, while still letting each flower street and each locality show its own character?

The strategic point

The audience was not only the public but the local authorities, both those who had already commissioned an AGS flower street and those who had not. Each street, communicated well, becomes the case study that persuades the next locality.

Aerial view of the Nguyễn Huệ flower street in Ho Chi Minh City, Tết 2026 — Nguyễn Huệ, Ho Chi Minh City

Xuân Bính Ngọ 2026 flower street in Đồng Tháp — Đồng Tháp

Home Hà Nội flower street, Tết 2026, with the horse mascot — Home Hà Nội

Chapter 02

The communications plan

Two layers of message running in parallel: a fixed layer that keeps the brand consistent, and a local layer that keeps the character of each flower street.

Brand layer, fixed throughout

Brand message: AGS takes on several roles at once, from creating the concept to design consultancy and construction.
Leading the way in bringing space, light and technology together in a Tết flower street.
One visual standard, one consistent tone of communication.

Local layer, per flower street

Local mascots and local cultural stories.
Design inspiration and materials.
How AGS handles the space, channels foot traffic with flowers, and puts colour together.

Content structured around the event's life cycle, applied to all 4 projects

Before the event

Teasers, glimpses of the technology and the design inspiration, building anticipation among residents and visitors.

During the event

Spreading it, driving check-ins, amplifying UGC.

After the event

The numbers, and the mark AGS left.

Chapter 03

Content and production

My role

Built the communications master file unifying all 4 projects: project timeline, production timeline, communications plan, quotes, staffing and budget.
Coordinated across parties: PM, marketing, press, television, producers and the outsourced crews.
Allocated the content and the communications deliverables by phase and by locality.

Project documents

The files I built and ran throughout the project.

Communications master file, a marketing and media production plan laid out day by day — Communications master fileMarketing and media production plan, day by day

Project timeline as a Gantt chart of the flower streets by location and month — Project timelineGantt by location, role and week

Production timeline per flower street, with the date and duration of each phase — Production timelineWorkshop, construction, handover and opening, per flower street

Staffing table by function, project, work item and required outcome — StaffingPM, marketing, press, television, producers

Chapter 04

Brand impact

Visitors at each Tết 2026 flower street against Tết 2025
Flower street	Visitors	Against Tết 2025
Nguyễn Huệ, Ho Chi Minh City	1.8 million	+50%up from around 1.2 million
Huế	around 523,600	+245%Tết tourism revenue around 1,121 billion VND, up 350%
Đồng Tháp	around 422,500	+10%tourism revenue of 170 billion VND, up 16%

Source: figures published by local authorities and the organisers. Communications is one part of the project as a whole.

Direct communications results

30+ press articles on VnExpress, Tuổi Trẻ, Thanh Niên, Dân trí, Tiền Phong, Công an TP.HCM, Báo Huế and Tạp chí Kiến trúc, plus millions of check-ins on social media.

What it means

Each flower street holds on to its local character while adding to AGS Landscape's standing with the provinces that might come next.

Next projectBrand Repositioning

AGS Technologies

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