Located within the destination-worthy James Street precinct in Fortitude Valley, where design, lush greenery, community and entertainment collide, the new flagship store blends into the vernacular with ease. Designed by In Addition’s Josh McLean and Ana Ćalić McLean, founders of In Addition, the July Brisbane flagship represents an exciting step for the young studio. Drawing from the concept of nostalgic escapism, the design boldly explores form, colour and texture to become a tangible representation of holidaying.
Embodying a sense of wanderlust and the playful yet polished essence of the coveted travel goods brand, July on James Street feels like entering a relaxed and refined oasis. While this sense of calm seems effortless, it is informed by a considered approach to spatial planning and experience. A dramatic change in volume and scale entices people to wander around, with various consultation areas and a seated zone inviting customers to interact with the products.
Inspired by the iconic travel photography of Slim Aarons, the interior 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. The colour palette complements July’s array of vibrant products, dominated by natural and earthy tones with considered moments such as olive-green drawer linings. 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 in natural light that delightfully plays across surfaces. An illuminated, grid-like structure creates dramatic shadows. Feature seating offers a moment of respite and encircles another touch of nature, a tropical garden made up of monstera, ferns and palms by Acre.
In Addition’s holistic approach creates an experiential and immersive retail environment grounded in the feeling of escapism. There isa palpable love for travel found within July on James Street, which effortlessly encapsulates a particular moment in place and time as a holiday does.
Project Credits
Architecture and interior design by In Addition
Build by Trust Projects
Landscape design by Acre
Words by Aimee O’Keefe courtesy of The Local Project
Video by HN Media, courtesy of The Local Project
Photography by Cieran Murphy
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