The Challenge
Tysons Corner Center unveiled PenFed Plaza, a new 1.5-acre outdoor gathering space designed to energize the heart of Tysons. The challenge was to launch the plaza with a signature event that would attract the community while introducing PenFed as the lead brand partner.

The Insight
People crave shared experiences that feel authentic and rooted in community. When brands create joyful moments rather than overt marketing, they become part of the memory.

The Idea
To celebrate the season and connect with the community, we created the Cherry Blossom Bash — a spring festival inspired by Washington’s iconic cherry blossom celebration.

The event blended community engagement, interactive design, and brand storytelling to create an experience people would want to explore, photograph, and share.

The Execution
I helped develop the creative direction and design for the activation, shaping both the physical and digital experiences.

Highlights included:

• A large-scale interactive flower wall designed for social sharing

• A build-a-bouquet truck where visitors created custom floral arrangements

• Pop-up booths from local vendors and restaurants

The campaign also extended online through PenFed Petals, an interactive digital experience where users could add wishes to a virtual cherry blossom tree for a chance to win $1,000.

The Impact
The Cherry Blossom Bash successfully launched PenFed Plaza as a community destination, combining experiential design and digital engagement to create a memorable brand moment for thousands of visitors.