The historic Block Arcade is abuzz with plans for a beehive in the window of a new shop selling honey.
Tourists already flock to see the little man tapping at the window - oh, and all that chocolate - at Haigh's, and to salivate at the famous Hopetoun Tea Rooms' cakes.
And soon they will marvel, perhaps a little uneasily, at the live bees making honey and beeswax for Beechworth Honey.
Block Arcade managing director Grant Cohen assured shoppers the bees would live in a glass box in the shopfront, which will open in early May near the arcade's Elizabeth Street end. The bees will come and go via a pipe leading outdoors.
Mr Cohen said the shop will be a perfect addition to his stable of 30 bespoke boutiques.
The Arcade dates from 1892 and Beechworth Honey from the 1880s, although the latter opened its first retail store just nine years ago, in the north-eastern goldfields town it's named after.
With its in-store beehive, it has has been a hit, and this is its first store outside Beechworth.
Mr Cohen, whose family purchased Block Arcade for $80 million in 2014, said the Arcade gets 100,000 visitors a week and in 2016 was ranked TripAdvisor's fifth top Australian landmark.
Leases are tightly held, with just three shopfronts changing hands in the past three years.
He said the honey outlet is "another unique shop for the Block Arcade [with products] that you won't be able to get anywhere else" and will appeal to Asian tourists who value honey for its health benefits and who have been known to visit Beechworth just to buy it.
Mr Cohen said under his Block management, fast food chains and massage outlets are out. He is firmly in favour of maintaining the early 1900s feel of shoppers buying a special tie, doll, artwork or jewellery from unique outlets.
It was also "all about the experience of shopping".
"If you don't want that, stay home and buy online and have it delivered," he said.
This year will be a big one for the arcade, which will celebrate 125 years.
In winter, Hopetoun will open a second tea room in the Arcade's basement, and Mr Cohen revealed it will also open a third outlet - a souvenir cum takeaway cake shop - next to the ground floor honey shop.
Last week a new Italian-style gelati and wine bar, Barbarella, opened in a previously unoccupied shop in the Arcade's centre.
Mr Cohen said the Italian-style bar, which stocks local produce and has the same owners as The European and the Supper Club, fits in nicely with the bespoke nature of the Block, and the fact the arcade was modelled after the Galleria Vittorio Emanuele in Milan.