Last week, I went to check out “The Box” to see what the fuss was all about. The Box which was officially “unboxed” on 07 September 2019, is the country’s biggest container-styled commercial establishment, boasting 19,800 square feet of retail across 61 containers, across two floors with over 300 seats and a central patio area that serves as a mini amphitheater (I copied this word by word from the press text on its launching). I saw the photo of it and it definitely looks so cool and modern. The design is so outside the box (the box, get it?). I could definitely see it becoming a landmark and a must-see destination for tourists.
The Box is located in Telanai, not far from where I live, about less than 10 minutes drive away. Unlike other newly opened commercial establishments, such as the Aman Hills Shopping Centre, the OneCity Shopping Centre and One Riverside, The Box just sits by itself out there, along a quiet road, not near any hotel or AirBnB, a stone’s throw away from pretty much nothing. Its not a place that tourists can just walk to from their accommodation or stumble upon while exploring on foot. Locals would be just fine as they own cars, but tourists would have to take a taxi or the bus to get there.
Look-wise, The Box scored high. It is like the more good looking and well-built sibling of the Container Park and the BIBD Connects. Its stunning look certainly makes a perfect backdrop for vacation photos and selfies, of course. But the establishment has to offer more pull factors than its looks in order to get good reviews from tourists and for locals to keep on coming back.
Stepping my foot into The Box for the first time, the first thing that came to my mind was pandemonium. A combination of feeling like I was in a subway station (where you have to manoeuvre through people blocking your ways and walking across your path); a night club (where the music is blasting so loud that you have to practically scream to be heard when speaking) and a night market (where the hawkers are calling out at the top of their lungs telling you that your order is ready for pick up). Definitely not an environment for peace and quiet loving people like me, let alone elderly people like my 80-year old mom. There goes 10% of Brunei population. It was obvious at the get go that this place is meant for the youths.
Despite being suffocated by the crowd and loud music, I was still willing to give the place a chance. So I turned to checking out the food that they have to offer there. I was up for trying everything (except seafood) to see if there would be something delicious and memorable, that one can only get from The Box and no where else. That would definitely be one pull factor to make people like me (who hate crowd and loud noise) to come back there, regardless.
Granted that the place just opened, not all of the “boxes” were rented yet at that time, but I would say the number of F&B vendors already occupying the spaces were quite decent to offer a variety of choices. We did a “browse through” and I was excited to see that they had almost every type of food – pizza, pasta, burger, seafood (no thanks), soto, nasi lemak, lok lok, fried chicken, tortilla wrap, ice-cream (is this food or drink?), donuts and other pastries. I said almost because there was no sushi vendor (yet). As for drinks, there were a lot of them – coffee, bubble tea, Thai tea, fresh juice, teh tarik, you name it – to the extent that I felt like the drink vendors were in my face.
So we had to climb the stairs to get to the first floor. There is also a ramp (for wheelchairs?). I saw 3 elderly people climbing the ramp. They looked tortured. That could be the most exercise they had in years. To get down there are also two other options – a tunnel slide and a drop pole (firemen pole-ish). The elderly trio would still have to take the ramp down I suppose.
It was 8.15pm and I was starving. Food tasting time. My first stop was Dapur Ayam Gepuk which is supposedly popular with its outrageously spicy crispy chicken dishes. Oh bring it oon! I was just about to order but before any word came out of my mouth, the guy said “Sorry, we ran out of chicken” Say whaat?? Ok, never mind. Its your loss! (sour grapes).
So, to nurse my disappointment, I went to get some drinks at Chill Chill. I love Chill Chill drinks. When they said Chill, they really delivered because their drinks are heavenly cold. I was just about to order but again, before any word came out of my mouth, the lady said “Sorry, we ran out of ice” Say whaaat??? At this point, my disappointment has transitioned into irritation. Fine!
So, to simmer my irritation, I went to the 8 Bytes cafe. It looked chaos in the tiny container unit (6 people running around like headless chicken) but at least their food have not ran out yet. Despite the chaos, the lady manning the cashier asked me, with a smile, “What do you like to order ma’am?” Oooh finally, I said to myself. I ordered 7 dishes from there – 2 x Salted Egg Yolk Wings, 1 x Sriracha Wings, 1 x Honey Garlic Wings, 2 x Aglio Olio Pasta, 1 x Shrimp Aglio Pasta. She then gave me a tiny number card – 15 and still smiling (despite her unkempt hair), said to me that the order will be ready in 20 minutes. Ok. Fair enough. I left them to it and got on to buy some drinks.
I headed on to Energy Juice at the first floor. Something caught my attention. A green coloured drink called Greenery – pineapple, spinach, cucumber, green apple, honey in one drink. I nervously asked while pointing at the picture “Do you have this?” Yes, we do, the lady said. Oh! Thank god! Finally, I got something.
I joined my family at a big table on the first floor. As I was sitting down enjoying my Greenery, it dawn on me….hmm…is it me or is it hot in here? I asked the rest. Everyone was breaking in sweat as each confirmed that it was really hot in there. I looked around, the building has a large fan right in the middle of the ceiling, and some air coolers here and there, but they are not enough to cover the whole building. Oh my….

Half an hour had passed and it was time to get the food from 8 Bytes. It had then became more chaotic in their “box”. I didn’t see any food ready for pick up. It seemed like they had not gotten to do my order yet. I tried to stay calm, despite being all sweaty, and stood there and wait. Standing there, I watched in horror their faces drenched in sweat. I could only hope and pray that those sweat didn’t drip onto the food they were preparing. I showed the lady my number and she said…oh they are coming up. I asked with a forced polite tone…how long? She said 20 minutes. Say whaaaat?? It was close to 9pm and I was swungry (sweaty and hungry).
I came to realise that this is not a place for people to go to have a quiet meal, to wind down and relax after a busy day at work, to enjoy the food and have chit chats (free therapy) with close friends and family about life and other stuff, to get your order taken from the comfort of your seats, no long waits for food, no climbing up and down the stairs, no sweat involved. The heat was a major turn off. At least for me, it is definitely not a “cool” place to “chill” out (get it?).
So, will I come back to The Box? Yes. But maybe not anytime soon.