Exploring The Award Winning Design of an Iconic Luggage Store

Emulating the old-world charm and glamour traditionally associated with travel, In Addition’s latest store for Australian luggage brand July is an award winning design that offers an escape from the everyday.

Designed by In Addition’s directors Josh McLean and Ana Ćalić McLean, the award winning design is located within the James Street precinct in Fortitude Valley. “The James Street precinct is unlike anywhere else in Australia … there is this beautiful escapism about it,” comments Josh.

The vision for the store was centred on the idea of nostalgic escapism. “There was this real beauty and glamour to travel in the 1950s … and you just don't get that anymore. Now, it’s Ugg boots and pyjama pants on a flight, and I think being able to create a store that brings that glamour and romance of travel is important,” says Josh.

Central to the allure of the award winning design is about creating a connection with the customer. “Part of that was looking at taking that really special feeling of what travel is and being able to recreate those moments through design,” says Ana. “When we were thinking about the spatial planning of the store, we also wanted to create elements that surprised and delighted.”

Entering the store, there is a special luggage item on display to catch people's attention and curiosity as they walk past. “Then you walk into a volume that is quite compressed and we wanted to play into that … you can organically walk around the counter and the lines between traditional back-of-house and front-of-house areas are blurred,” notes Ana. As one moves toward the back of the store, a circular planter designed by Acre with lush greenery made up of monstera, ferns and palms anchors the award winning design.

Inspired by the iconic travel photography of Slim Aarons, the award winning design is defined by clean lines, minimalist furnishings and muted tones. Timber veneer and solid Tasmanian oak imbue warmth, while feature mosaic tiles create a sense of understated luxury. “We have got a lot of warm timber textures … so there are really beautiful tactical elements that take you back to a time of luxury,” says Josh.

The colour palette complements July’s array of vibrant products; dominated by natural and earthy tones. Robust and durable materiality is favoured and many elements are upcycled, including the feature Flos pendant. Soft lighting and statement pendants subtly illuminate the products on the shelves, while skylights invite natural light that delightfully plays across surfaces. “I think, ultimately, we just want people to feel like they are on holiday when they enter this space,” comments Josh.

“This project is a wonderful exemplar of how we can showcase a brand, and for it to be commercially viable, but also create an everlasting memory and experience for the customer,” says Ana. An exciting step for the young studio, July on James perfectly embodies the wanderlust and playful yet polished essence of the travel brand.

00:00 - Introduction To The Iconic Luggage Store
01:41 - The Brief And Inspiration
02:30 - A Walkthrough Of The Store
03:53 - Leaning Into Nostalgia
04:37 - Creating A New Retail Experience

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Photography by Cieran Murphy.
Architecture and interior design by In Addition.
Build by Trust Projects.
Landscape design by Acre.
Filmed and edited by HN Media.
Production by The Local Production.

Location: Fortitude Valley, Queensland, Australia

The Local Project acknowledges the Aboriginal and Torres Strait Islander peoples as the Traditional Owners of the land in Australia. We recognise the importance of Indigenous peoples in the identity of our country and continuing connections to Country and community. We pay our respect to Elders, past and present and extend that respect to all Indigenous people of these lands.

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