Australian fashion retailer Incu has launched a new retail installation called ‘Make Room’ at its QV Melbourne store this month.
The installation was made in partnership with American fashion label Bode and Collingwood-based furniture business Ben Mooney of Ma House.
The installation uses vintage homeware items from Ben Mooney of My House. Furniture designer Sean Brickhill worked alongside Ben to design one-off pieces, clothing, posters and photographs for the installation.
“Creating experiences is a central theme to why we do what we do at Incu,” creative brand manager Luke Davie said.
“The world that Emily Adams Bode Aujla and her team have created is fully realised through their retail experiences in New York and Los Angeles. We wanted to build an experience for this collection to sit within, so our customers can view the clothes in a new and intimate way.
"The Bode brand beautifully incorporates personal histories into their collections. From collections finding inspiration by Emily’s family to stories from her upbringing deeply influencing the visual narrative of the world they have built.”
“To imprint a touch of the Incu team into the activation, we invited team members to share photos of their parents and grandparents from the 1960s and 1970s, which we could include in the room."
The installation will remain up until May 29.