The Brief

The Westwood Village Improvement Association wanted to create a meaningful cultural celebration for the neighborhood's diverse community — particularly for the large population of international students and families living near UCLA. The goal was to recognize Lunar New Year in a way that felt genuine, community-driven, and commercially beneficial to local businesses.

There was no playbook for this. Westwood Village had never hosted a Lunar New Year event before. Prikli was brought in to build it from the ground up.