For decades, Olympic host cities have used sport to introduce themselves to the world. 2028 Summer Olympics is trying something different by using culture to explain who the city really is before the Games even begin.
The organisers of LA28 have officially unveiled plans for a massive Cultural Olympiad programme that will transform Los Angeles into a stage for film, music, fashion, food and visual arts, with local communities positioned at the centre of the project.
Instead of relying solely on celebrity-driven spectacles, the initiative is designed to spotlight the neighbourhood spaces, independent artists and cultural organisations that already shape the identity of Los Angeles.
Organisers say the goal is to ensure the Olympics feel connected to the city’s everyday creative life rather than existing as a separate global event that briefly lands and disappears.
The Cultural Olympiad, recognised by the International Olympic Committee as one of the key pillars of Olympism alongside sport and education, traditionally serves as a platform for host nations to showcase their artistic identity.
LA28, however, is leaning heavily into accessibility and community participation as its defining theme. From movie screenings to street-level creativity. One of the centrepieces of the programme will be “Sport on the Silver Screen,” a city-wide film series featuring 28 sports movies shown at iconic locations across Los Angeles.
The screenings will be free to the public and paired with live performances and local food vendors, blending entertainment with community celebration.
LA28 will also introduce 16 official art posters for the Games, including eight Olympic and eight Paralympic editions created by local artists selected through a jury-led process.
Olympic posters have historically become symbolic cultural artefacts tied to each Games, and organisers are hoping the Los Angeles collection reflects the city’s diversity and creative edge. The public reveal of the posters is expected in July 2027.
Another major feature is the launch of the Official LA28 Cultural Olympiad Mark, which will allow smaller cultural institutions and community organisations to be formally connected to the Games.
Applications are expected to open in early 2027, giving local groups access to a global platform regardless of their size or financial reach.
Executive Director of the LA28 Cultural Olympiad, Nora Halpern, said the initiative is built around the idea that the Olympics should represent more than competition alone.
“Sport and culture weren’t meant to be separated. The Olympics have always been about more than what happens on the field. They’re about the joy of effort, lifting each other up, and celebrating what we share as human beings. That’s exactly what the Cultural Olympiad is here to do.”
Nora Halpern, Executive Director of the LA28 Cultural Olympiad
The IOC believes the programme can also help create momentum and public engagement years before athletes arrive in the city for competition.
Yasmin Meichtry, Deputy Director of the Olympic Museum, said the Cultural Olympiad could become one of the lasting legacies of the Games.
“By bringing culture, creativity and education together ahead of the Games, the Cultural Olympiad generates excitement and engages communities long before the Opening Ceremony..It creates a legacy that lasts over time and resonates well beyond Los Angeles, across the world.”
Yasmin Meichtry
Organisers will also launch a digital Cultural Olympiad Calendar and Mapping platform in January 2028 to help residents and visitors track events happening throughout the city. The tool will later be transferred to a local organisation after the Games, extending its use beyond the Olympic period.
While preparations for venues and sporting infrastructure continue behind the scenes, LA28 is already making it clear that its vision for the Olympics stretches beyond medals and ceremonies.
The city wants the world to experience Los Angeles not just as a sporting destination, but as a living cultural landscape shaped by its communities, artists and everyday creativity.
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