PANDA EXPRESS - LUNAR NEW YEAR EXPERIENTIAL

Lunar New Year is a 15-day festival celebrated by East Asia and Asian-Americans. Panda Express wanted to formally welcome the rest of America to this colorful celebration.

CASE STUDY


ROLE
I was part of the ideation of each room’s purpose, production, launch campaign, and street team. We created a 5-room, 6-day experiential event that gave people a reason to learn & share, while still maintaining the magic & essence of the holiday.

THE ROOMS
The Room of Luck - Attendees stand on podiums that trigger a wind tunnel filled with red envelopes.



The Room of Longevity - A long hallway with hundreds of noodles that can be pulled and hooked onto opposite walls—creating an ever-changing, dynamic environment.



The Room of Happiness - A confetti-filled room with a lion head and playable traditional Chinese drums.



The Room of Prosperity - A sea of larger-than-life mandarin oranges.



The Room of Hope - An infinity room of lit lanterns inviting people to participate in the tradition of sending a wish.


Each room featured a video or audio clip from people from the Chinese American community sharing their personal Lunar New Year stories to entertain and educate.