Links of London's rooster charm.

NEW YORK — The Year of the Rooster starts Saturday. Along with such Chinese New Year traditions as family feasts and going door-to-door to greet relatives and neighbors, the rooster is considered by some to be a profitable sign. Others say the sign is bad luck, which can be dispelled by conspicuous consumption.

Brookfield Place is planning a celebration of the Lunar New Year that it hopes will attract new and existing customers.

A Lion Parade on Feb. 11 at 1:30 p.m. will be presented by Arts Brookfield in partnership with the New York Chinese Cultural Center. The parade will be followed by traditional Chinese dance and music, martial arts demonstration and theater with players in full makeup and costume. Amy Kao’s art for the Year of the Rooster, displayed at the 230 Vesey Shops at Brookfield Place, was created through the Chinese craft of paper cutouts.

The tradition of lucky red envelopes will be part of Brookfield Place’s festivities, delivering a message of luck and prosperity for the coming year. Brand ambassadors today through Feb. 2, and on Feb. 11., during peak hours will distribute red envelopes with prizes such as facials, store discounts and Brookfield Place gift cards of up to $888.

Participating retailers will include Babesta, Bonobos, Davidoff Cigars, Hickey Freeman, Joie, Jo Malone, Judith & Charles, Kamakura Shirts, Molton Brown, Paul Smith, Saks Fifth Avenue, Theory, Vilebrequin, Northern Tiger, Tartinery, Le District, Sprinkles, Parm and Zip Car.

The Chinatown Partnership, East Midtown Partnership, Grand Central Partnership, Madison Avenue Business Improvement District, and SUNY’s Confucius Institute for Business will welcome the Year of the Rooster as part of the second annual Lunar New Year celebration from Madison Street to Madison Avenue on Sunday.

The celebration begins at 11 a.m. at Harman, 527 Madison Avenue and 54th Street, where Fei Fang will conduct the New York Eastern Chamber Orchestra. Also, FJ Music, which combines traditional Chinese music with modern hits; umbrella juggler Lina Liu; chinese opera performed by Confucius Institute for Chinese Opera at SUNY Binghamton University artists; marionette puppet show from Chinese Theatre Works, and a martial art performance by American Tai Chi and Health Qigong Center depicting the evolving role of martial arts in history.

Outside Harman, kid-friendly activities such as Chinese face painting, calligraphy, paper-cutting and a themed photo booth will be featured inside heated tents.

Between 1 and 3 p.m., a Lion Dance troupe will travel along Madison Avenue from East 42nd Street to East 86th Street, on a decorated trolley, offering Lunar New Year promotions at BCBG Max Azria, Coach, David Yurman, De Beers, Eileen Fisher, Kate Spade New York, Michael Kors, Stuart Weitzman, Tory Burch, Vacheron Constantin and Vivienne Westwood, among others.

Links of London said a zodiac year is an unlucky year, but according to Chinese astrology, the star Tai Sui brings bad luck to people in their birth sign years but lucky tokens can drive the misfortune away, especially if they have red details and are given by a relative or friend. “What better gifts to bring good luck than our 2017 Chinese New Year keepsakes?” the company said.

The gold vermeil and red enamel items include a tassel Chinese coin used in feng shui to ward off misfortune and engraved with the words, “Luck and prosperity in everything”; a happiness token with a pink enamel orchid symbolizing fertility, and a 18-karat gold and vermeil Sycee, which stands for wealth.

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