In addition to the signature LNY Decor and Event, this year’s program demonstrated Westfield's continuous efforts in providing new experiences for its guests with the introduction of activations, such as the Shadow Box Art Installation and the Student Art Contest.
2018 Westfield Santa Anita Lunar New Year
Client: Westfield Santa Anita
- Community Outreach
- Contest Programming & Stage Management
- Event Production & Management
2018 marked Westfield Santa Anita’s 6th Annual Lunar New Year Celebration.
The Shadow Box Art Installation, a modern take on the theatrical art of the Chinese Shadow Puppetry, was displayed in Center Court as a unique photo/selfie opportunity for center guests. J.C. Penney provided professional photography and email acquisition services at the Shadow Box on select Saturdays.
Additionally, the Shadow Box served as the backdrop for Asian Pacific Community Fund (APCF) and First General Bank’s annual LNY fundraising program. For every unique image posted on Instagram with the hashtags #APCF, #FIRSTGENERALBANK, and #WESTFIELDLNY, First General Bank made a $25 donation to APCF.
The Student Art Contest was an added component to past years’ LNY Student Art Display, which featured LNY coloring templates completed by elementary school students, as a means of inspiring and empowering artistic expression. The Student Art Contest opened up the opportunity to students of all ages grades K-12. All contestants were asked to use any type of medium, colored or black and white, on 8.5" x 11" paper. All submissions were displayed at the Promenade for guests to observe and enjoy. 3 winners received $250 Westfield Gift Cards and were given a pizza party for their homeroom classrooms.
Three Saturdays leading up to and one Saturday immediately following the Lunar New Year Holiday (Feb. 16), the LNY spirit was activated in Center Court with Traditional Chinese Instrumentalists.