Westwood village improvement association (WVIA)

Broxton plaza

westwood village, los angeles

February 21, 2026 | 12:00 pm - 5:00 PM

Community Placemaking Activation

Strategy, Creative Direction, Production, On-Site Execution

Press Coverage: The Daily Bruin - UCLA’s Student Newspaper

(March 15,2026)

The Westwood Village Improvement Association wanted to create a meaningful cultural celebration for the neighborhood's diverse community — particularly for the large international student and family population 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.

•       Create a welcoming, culturally resonant public celebration for the Westwood community

•       Drive foot traffic to Broxton Plaza and visibility for local vendors

•       Produce an event with strong shareability — designed to live beyond the day itself

•       Establish a repeatable activation framework for future WVIA seasonal events

Obejectives

What We built

Prikli designed and executed the full activation experience across five hours at Broxton Plaza. Every element was intentional — not just aesthetic.

Branded Photo Moment

A custom Lunar New Year-themed photo backdrop — designed to be the most photographed spot at the event. Every photo taken became organic content shared across attendees' networks.

LION DANCE PERFORMANCE

A live lion dance that drew crowds and created high-energy, shareable moments throughout the afternoon. Culturally significant and visually striking — exactly the kind of moment people pull out their phones for.

KIDS ACTIVITIES & CRAFT STATION

A hands-on kids craft station in partnership with Make Something LA, where children decorated traditional Chinese hand drums. This drove family attendance and extended dwell time.

VENDOR MARKETPLACE

Curated local vendors offering food, beverages, and goods — including Chandon House, a small-batch syrup company. The activation served as a discovery platform for emerging LA businesses.

COMMUNITY PROGRAMMING

Lawn games, open social spaces, and an atmosphere designed to encourage people to put their phones down and connect. As one attendee noted, the event created a 'third space' the community genuinely needed.

Why It Worked

This activation succeeded because every element served a strategic purpose — not just a visual one.

•       The photo booth was positioned and designed specifically for shareability, generating organic social reach beyond the event day

•       The lion dance created high-energy crowd moments that anchored the atmosphere and gave attendees a reason to stay and bring others

•       The kids programming extended family dwell time and drove a wider demographic range

•       The vendor marketplace gave local businesses a meaningful platform, reinforcing WVIA's mission while creating commercial energy

•       The overall experience was designed to feel like a genuine cultural celebration — not a marketing event — which is exactly why it was covered by press