Vicinity Centres celebrates Lunar New Year with immersive brand activation via iD Collective

Full-service creative communications agency iD Collective has partnered with Vicinity Centres to amplify Lunar New Year celebrations at The Glen and Box Hill Central shopping centres in 2025.

With a series of unique and culturally rich activations, the collaboration is creating immersive, engaging experiences that highlight the significance of the event while driving awareness and participation among consumers.

Through the development of creative concepts that blend tradition with innovation, iD Collective has designed activations that will make both centres stand out from other Lunar New Year celebrations across Victoria. These activations are intended to capture the essence of the festival, offering a rich cultural experience for visitors and making The Glen and Box Hill Central premier destinations for Lunar New Year celebrations in 2025 and beyond.

“With these immersive concepts, our goal is to not only celebrate the cultural significance of Lunar New Year but also to ensure that The Glen and Box Hill Central stand out as the premier destinations for this celebration in 2025,” said Amanda Booth, executive director of iD Collective. “Our activation strategy blends creative design with digital amplification to engage a wider audience, building long-term associations with the Lunar New Year experience.”

Vicinity Centres is proud to host these culturally enriching experiences at The Glen and Box Hill Central until 12 February. By providing these engaging activations, they aim to foster a sense of community and bring families together to experience the joy and spirit of Lunar New Year.

iD Collective is a full-service, results-driven, and solution-focused creative communications agency.