LuminoCity Festival
A Immersive Wonderland of Light


LuminoCity Inc.


New York

The initiative

Project strategy, UX research, web design (IA, IxD, UX/UI design, prototyping, animation), coding, content strategy, design production, digital TOV.


LuminoCity is a pioneer entertainment experience company who came to us for a collaboration to brand and build their 2019 festival experience including a website, ticketing system, digital media, as well as on-site branding. With a target audience of mainly millennials and families with kids in mind, I used trendy illustration styled artwork, adding their theme storyline, and created this magical fairytale brand.


Creative director, UX/UI designer, interaction designer, project director, project manager, coders.



Luminocity 2019 was our inaugural website for Luminocity Inc. We developed the website using a comprehensive approach, starting from UX flow and wireframe development all the way to the ticket system and final User Interface design and web development. We collaborated with illustrator Lisk Feng to achieve the final UI outcome. The entire design process was a pleasurable experience.

Introduce The Festival

More than 10,000 LED light bulbs make up the LuminoCity Festival. Inspired by its 29-year-old co-founder’s memories of the lantern festivals in her Zigong, China, hometown, this interactive attraction covers nearly 700,000 square feet of Randall’s Island. And nearly all of it is handmade, by 43 artisans flown in from Zigong City, who spent three months hand-dyeing and gluing the installations.


Introduce Festival
Purchase Ticket
Event & Voting
Contact Form

Luminocity curated a wide range of vendors from all around New York to satisfy people tastebuds and holiday shopping necessities.


Our website offers a user-friendly experience where interactions between users and the interface are seamless, intuitive, and designed to effortlessly guide visitors through their journey.


Event Marketing
The Festival

Our team has meticulously crafted a comprehensive branding strategy for all program elements, extending to various collateral such as postcards, magnets, pins, apparel designs, event signage, and more.

The Style Guide

We've artfully curated the entire style guide for the company, infusing it with a joyful design that mirrors the dynamic LED light show park. Bursting with vibrant colors and playful typography, the guide captures the park's essence, ensuring consistent and captivating visual representation across materials. It's a lively visual journey that mirrors the dazzling experience visitors can expect at the park.


On Site Branding

We have expertly designed and developed interactive voting and event pages, ensuring a cohesive and engaging experience throughout.