Luggage retailer July has just opened its final Australian store before it shifts its sights to international expansion.
At over 250 square metres, the new store in Melbourne will be the brand’s largest and becomes a key flagship in the Melbourne CBD. This adds to 14 other stores managed by the brand in Australia.
The space has been conceived as an “immersive architectural experience” by Melbourne’s In Addition, covering three sculptural chambers. With Italian piazzas in mind, the space includes hand-poured terrazzo flooring, veined marble, brass wall sconces, leather display tables and timber furnishings.
A series of custom hand-painted frescoes by Sydney-based artist George Raftopolous take over the ceilings.
This final Aussie store opening follows the launch of new ranges, including the world’s first suitcase with a built-in tracker called CaseSafe, and the Capsule Carry On Pro.
“Melbourne is where it all started for us, so we wanted a monumental homecoming for our 3000 flagship,” July co-founder Athan Didaskalou said.
“Rich and I have thrown absolutely everything at this space. Literally every centimetre has been obsessed over. We’re extremely excited to welcome everyone in.”
Didaskalou confirmed that this will be the last store opening by July in Australia.
"That's a strange thing to say because it isn't the end,” he added. “It's the beginning of our next chapter. As we take July into more markets around the world, we wanted to leave Australia with something that genuinely represents who we are and where we're headed.”
July already has a key presence across Asia through wholesale partnerships, with stockists in Singapore, Malaysia, Hong Kong, Mainland China and Korea. All up, this covers 20 locations overseas, adding to 13 stores in Australia.
On the new flagship in Melbourne, In Addition Studios founder Ana Ćalić McLean said the aim for the store design was to create a space that rewards curiosity.
“We aimed to create an environment that would encourage customers to slow down and explore rather than simply browse,” McLean said. “Layered materials, considered colour palettes and sculptural joinery create an experience that feels closer to wandering through a gallery (or a city) than a traditional retail environment.”
Trust Projects Director Nick Karas and his team were also involved in the store build, with Karas calling it the most technically ambitious project the company has undertaken.
"There are very few standard elements anywhere in the space,” Karas said. “Almost every surface, fixture and piece of joinery has been custom-designed and built. Delivering the architectural vision, while integrating bespoke elements like George Raftopoulos' hand-painted ceiling artwork, demanded an extraordinary level of craftsmanship from everyone involved."
The store will showcase July’s full suite of travel products: suitcases, premium bags, accessories and will also include a preview showcase of the brand’s Endless Summer collection, launching online and nationally later this year.