Rich in flavour and overflowing with culture, Box Hill Central is where Melbournians can get a real taste of Asia. 

But with competition increasing and a post-pandemic lull in activity, the centre was quiet despite the new developments and building upgrades. The challenge was simple; bring the hustle and bustle back to Box Hill Central.

Hive was appointed to create a social content library. By showing off the energy, life and flavour of the centre as authentically as possible, we planned to both encourage locals back to their favourite haunts and entice visitors to try something new. 

We started with the development of a creative platform 'Full Flavour Asia', which would guide and inspire the project from look and feel to visual content and production.

Shot over two busy days on-site, visiting stores, speaking with locals and learning what goes into Xiao Long Bao, the final suite of images and videos are rich flavourful and full of life, just like the centre itself.