Situated in the chic St James precinct in Brisbane’s Fortitude Valley, the latest July store is ready and open for business. As a destination for acquiring luggage there is none better, however, as a design statement it stands head and shoulders above its peers.
As a brand, July has established itself as the luggage of choice for travellers with its well-designed, colourful and robust product and the business has flourished as we all rush to fly abroad to holiday.
Interpreting the brand and designing a store that encapsulates the essence of July, In Addition has created a retail voyage of discovery where customers can see, feel and try products all within the realms of a beautiful and detailed interior design.
In Addition is a new studio based in Melbourne, led by principals, Ana Ćalić McLean and Josh McLean. Their work is measured and consummate and in this project the pair has conceived the perfect aesthetic for customers and staff alike.
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The interior of July becomes an oasis of respite within the busy shopping area and with expertly displayed product there’s everything to love about the design.
At the entrance, and to the side of the store, is a counter for serving customers and as the timber veneer ceiling is lower at this point, there is an intimacy to this area.
Moving through the space to the rear, a large circular planter filled with greenery and palms, curated by Acre, is front and centre. The palms reach to the ceiling and it’s a tropical surprise and a biophilic inclusion that creates a tranquil environment. Encircling the planter is seating topped with comfortable tan leather cushions along with a curved high bench table and stools. Underfoot a circle of tan vinyl has been inserted and delineates this little oasis.
Around the perimeter of the store inset shelving in a large grid pattern lines the walls and there is ample space to display the various collections and products on offer.
The ceiling at this point is higher and a painted timber grid, that mirrors the wall shelving, has been inserted under a white ceiling. Cork has been introduced as a covering on strategic sections of wall and the application of textured sand-coloured paint above the inset shelving ensures that there is feeling of lightness and generosity of space for shoppers.
Large mirrors have been included so that customers can see a product from every angle and the July ranges are grouped together or arranged as a single item showcasing them to their best advantage.
In the shelving at the front of the floorplate different timbers have been introduced as backing to products. This is a masterful design stroke that breaks the colour block and adds texture and interest to the many vignettes of suitcases and bags.
While the colour palette is rustic, with tans, sand, white and beige, incorporating brown tiles and solid Tasmanian oak joinery gives the interior gravitas and establishment but is also a beautiful addition to the design.
This is a retail experience that ticks all the boxes. The design is warm and inviting, product is shown to advantage and the shopping experience has been carefully addressed providing places of respite and room to move. In Addition has created a little piece of luggage paradise in Brisbane, with July definitely on the shopping list from January through to December every year.
July designed by In Addition is an entry in The Retail Space at the 2024 INDE.Awards.
Photography
Cieran Murphy
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