In Brisbane’s James Street precinct, the flagship store for Australian travel brand July is a destination in itself. Designed by In Addition, the space distils the essence of travel into a setting defined by materiality, spatial clarity and architectural presence.
Referencing the golden era of travel and the iconic lens of Slim Aarons, the design strikes a balance between functionality and elevation. Natural materials of Tasmanian oak are paired with timber veneers and mosaic tiling to create a space that feels carefully crafted and also attuned to its context.
Subtle shifts in ceiling height and scale define distinct zones, shaping a spatial journey through display, consultation and interaction. A central landscape element acts as an anchor, introducing an oasis of greenery and light into this elevated environment.
Reflecting on the design inspiration, Josh McLean, co-founder of In Addition, says: “There was this real beauty and glamour to travel in the 1950s … and you just don’t get that anymore. Now, it’s Ugg boots and pyjama pants on a flight, and I think being able to create a store that brings that glamour and romance of travel is important.”
Recognised with the Commercial Interior award at The (Emerging) Designer Awards 2024, the store was commended for its clear spatial logic and considered use of material. The experience speaks to In Addition’s architectural approach – clean, assured, and responsive to brand and brief.
“This project is a great example of how we can showcase a brand and make it commercially viable, while also creating lasting memories and experiences for customers,” says Ana Ćalić McLean, co-founder of In Addition.
Architecture and interior design by In Addition
Build by Trust Projects
Landscape design by Acre
Video by HN Media, courtesy of The Local Project
Photography by Cieran Murphy