July James Street by In Addition

In the heart of Brisbane's Fortitude Valley, design studio In Addition unveils a new retail destination for luxury luggage brand July. The James Street location captures the essence of contemporary Australian travel culture, where leisure, lifestyle, and experience converge in a thoughtfully curated environment.

Conceived as an urban oasis, the space pays homage to the golden age of travel through references to Slim Aarons' iconic poolside photography while maintaining a fresh dialogue with July's contemporary brand identity.

The interior's material palette speaks the language of wanderlust - cork paneling and solid timber detailing create a warm, inviting atmosphere, while playful color accents add personality to the space. These elements evoke memories of past travels while inspiring future adventures.

A sun-drenched storefront in Brisbane's Fortitude Valley showcases July's minimalist retail space, with large glass windows offering glimpses of the contemporary interior design
The store's interior features warm cork paneling and timber details, creating an inviting atmosphere reminiscent of luxury travel lounges. Circular seating areas punctuate the space, upholstered in rich textures that complement the natural materials
The store's interior features warm cork paneling and timber details, creating an inviting atmosphere reminiscent of luxury travel lounges. Circular seating areas punctuate the space, upholstered in rich textures that complement the natural materials

The store's architectural narrative unfolds through a dramatic shift in volume, drawing visitors deeper into the space. Tactile surfaces invite interaction with July's premium luggage and accessories, while thoughtfully placed circular seating areas offer moments of respite. The customer journey is further enriched by Acre's designed tropical landscaping, which complements the precinct's verdant character while adding a fresh, living dimension to the retail environment.
The store's interior features warm cork paneling and timber details, creating an inviting atmosphere reminiscent of luxury travel lounges. Circular seating areas punctuate the space, upholstered in rich textures that complement the natural materials
Close-up detail of the material palette, showing the interplay between cork panels, solid timber elements, and playful color accents that bring personality to the space while maintaining July's contemporary brand aesthetic
Close-up detail of the material palette, showing the interplay between cork panels, solid timber elements, and playful color accents that bring personality to the space while maintaining July's contemporary brand aesthetic
Close-up detail of the material palette, showing the interplay between cork panels, solid timber elements, and playful color accents that bring personality to the space while maintaining July's contemporary brand aesthetic

Words courtesy of In Addition | Photography by Cieran Murphy Photography

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