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Emerald Square : Lunar New Year 2026
Project type
Event | Activation
Role
Campaign Planning, Event Coordination, Stakeholder Collaboration, Vendor & Performance Management
Location
Burwood, Australia
Concept
With Lunar New Year being one of the most significant celebrations of the year, Emerald Square collaborated with Burwood Council, Burwood Plaza, and Burwood Chinatown to host a vibrant community block party in Burwood. The concept was to create a large-scale cultural celebration that connected the surrounding precincts and encouraged visitors attending the street festival to also explore the nearby centres. Emerald Square aimed to extend the festive atmosphere indoors through engaging cultural experiences and performances.
Execution
At Emerald Square, we curated a series of cultural performances and interactive activations designed to enhance the Lunar New Year experience. These included traditional Lion Dancing performances, a Claw Machine Giveaway, a Calligraphy Giveaway, a Live Flute Performance, and an LED Hula Hoop show. Each activation was strategically planned to create moments of interaction and celebration, encouraging visitors to stay longer and engage with the centre.
Outcome
The celebration attracted an impressive crowd of over 50,000 attendees across the precinct, creating a vibrant and festive atmosphere throughout Burwood. The activations at Emerald Square successfully drew visitors into the centre, increasing foot traffic, encouraging customer engagement, and reinforcing Emerald Square’s role as a community-focused destination during a major cultural celebration.
