There’s no denying Chadstone shopping centre in suburban Melbourne has evolved into a nucleus of upscale brands at an accelerated pace in recent years, pulling hordes of discerning shoppers from across town and far beyond to its doorstep. The latest notable name to set up shop here is Incu. Following two downtown boutiques, opened over a decade ago, the multi-brand retailer from Sydney joins the illustrious ranks at Chadstone. Incu secured a 526 sqm. (5,662 sq.ft.), wedged in between the boutiques of Bally and Orlebar Brown, and featuring an interior design by architecture practice and longtime collaborator Akin Atelier. Shoppers encounter a façade with a mosaic of large tiles, a recurrent element in Incu‘s retail aesthetic, and when they enter the premises a design with long sight lines unfolds that makes the most of its voluminous dimensions. A palette of earthy colours evoke a warm and welcoming feel, and are captured by both natural materials, such as timber for the various furnishings and ceiling, sisal mats, stone counters and dividers, and all ceiling-suspended clothing racks are made of steel. Almost every section features a different yet coherent design, and add a carefully balanced playfulness note to the setting. The new Incu store carries a tightly curated range of men’s and women’s apparel, accessories, bags and shoes by top brands, including Jacquemus, Bassike, ami, Coperni, Acne Studios, and Incu’s own collection. Additionally, it stocks homewares by various brands, such as Marloe Marloe, Face Vessel and Maison Balzac.
Incu
Chadstone, 1341 Dandenong Road, Shop G-431 (Chadstone)
Melbourne, VIC 3148
Telephone: +61 3 95684296
Mon-Wed 9am-5.30pm
Thu-Fri 9am-9pm
Sat 9am-7pm
Sun 10am-7pm
Publishers Note
Just to be clear – superfuture® is a design blog and not a political commentator. No surprise there. The scope of our content has always been global and borderless, however that can often mean covering projects in countries where we will not agree with the politics or actions of those countries. In a world that’s as screwed up as ever right now, the focus of our support is to those designers, architects and other creatives who aim to make the world a more liveable one – as opposed to people that try their hardest to destroy it. So if a project hits our desk and we like it based on its design credentials, we may choose to publish regardless of its location or creators nationality. superfuture® has always been inclusive and hopes for all current wars, aggression, violence, hate and extremism to end.
