In Addition Studio has reimagined retail for Australian luggage brand July, creating two distinctive stores in Chadstone, Melbourne, and Brisbane’s James Street. Both fitouts exude the nostalgia of travel, brought to life through clever materiality with Eveneer’s ALPI California Burl veneer taking centre stage.
Ana McLean from In Addition shares that the design process for July’s stores has allowed the studio to explore bold and experimental ideas. “Each store reflects its location while staying true to July’s design DNA,” McLean explains. “With Chadstone, we wanted to push boundaries, creating a bold façade that stands apart in the high-end precinct. Using ALPI California Burl for the curved entrance was daring.”
The Chadstone store’s striking entrance wraps visitors in the organic tones of the veneer, immediately establishing a sense of luxury. The use of red and sky blue for the interior are drawn from Milanese design cues and add a playful contrast to the veneer’s intricate patterning.
In Brisbane, the fitout takes a subtler approach, blending the dark burl veneer with earthy tones of olive green and rust red. The gridded repetition of shelving and tiling is softened by the veneer’s fluid patterns, achieving a balance between structure and tactility. “James Street is textured but light, reflecting its precinct,” McLean notes. “The dark burl adds contrast, giving the space depth and character without overwhelming it.”
Stepping into a July store is a reminder of the halcyon days of air travel, an expert achievement by In Addition. In fact, the studio was recently recognised having taken out the Commercial Interior Winner at The Emerging Designer Awards. “This project stood out for its innovative approach to retail design … the simple yet detailed material palette created a calming and inviting space,” the jury says.
Photography by Cieran Murphy