Melbourne-based suitcase brand July was founded only in 2018 by entrepreneurs Athan Didaskalou and Richard Li, and in just a few years, it has become a leading travel and lifestyle Down Under. Mind you, July has been named as the exclusive supplier of the Australian Olympic Team’s bespoke luggage for the upcoming 2024 Summer Olympics in Paris. Banking on its success, the company has also made its mark in retail, opening up shop at home base Melbourne, Sydney and Brisbane. As of late, a second retail space has been inaugurated in the latter city, and it’s in suburban Fortitude Valley to be precise. Here, July has has secured a 174 sqm. (1,873 sq.ft.) unit in The Calile Hotel‘s shopping arcade where it rubs shoulders with the boutiques of Dion Lee, bassike, and Calexico. The July store features an interior design by In Addition, an architecture and interior design practice based in Melbourne, while the construction was executed by Trust Projects.
The chosen aesthetic draws cues from the vibe of the local area which is immersed in leisure and laid-back lifestyle. The rectangular retail space sees an infusion of timber, captured by furnishings and fixtures, paired with natural stone as tiles covering the floor and specific wall sections. Upon entering the store, shoppers find themselves in a cozy corridor flanked by wooden tiered shelving with a tiled base and laden with July‘s newest bags, backpacks, small leather goods and books. Mind you, even the ceiling is clad in timber. An elongated display desk with chairs and a pendant lamp further add to the homey setting. At the loftier back of the store, a majestic planter with lush greens takes centre stage. It’s encircled by a cushioned bench, and sits below a backlit coffered ceiling, creating a relaxing sunny patio feel. Recessed shelving on tree sides showcase July‘s elaborate suitcase collection. © superfuture.com
July
The Calile Hotel, 46 James Street, Shop RW10
Fortitude Valley, QLD 4006
Telephone +61 7 21120208
Mon-Sat 9.30am-5.30pm
Sun 10am-5pm
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