July store Chadstone by In Addition

Melbourne design studio In Addition has designed the latest flagship store for luggage brand July at Chadstone Shopping Centre, blending nostalgia, sophistication and a sense of adventure.

A unique blend of nostalgia, sophistication and a sense of adventure, the new July store at Chadstone Shopping Centre, designed by In Addition, is not just a place to shop but an immersive journey that transports customers into the world of travel.

“In designing this space, the allure and sophistication of travel took centrestage. Every detail in the store is infused with a sense of wanderlust, embodying the glamour and excitement of the jet-setting lifestyle,” says Ana Calic McLean of In Addition.

Central to the store’s aesthetic is the use of a striking red, inspired by the uniforms of 1960s flight attendants and the plush interiors of first-class cabins. This bold colour choice, which punctuates the space, offers an instant connection to the world of travel. The red is beautifully complemented by the rich, organic tones of Californian Burl wood.

“Burl has an undeniable nostalgic draw. Gracing the dashboard of the Jaguar E-Type and the interior of first-class cabins, it exudes elegance from an era where craft was a defining expression of character,” says Calic McLean.

The store’s combination of chrome metalwork, glossy surfaces and tactile cork elements adds a modern twist, blending nostalgic airline design with modernity.

A standout feature of the store’s design is the bold “waffle” ceiling, which is a refined evolution of a design element first introduced in the James Street store in Brisbane. The grid-like structure acts as a backdrop to the space, while offering a sleek contrast to the warm, dark tones of the burl wood at the entrance. The high-gloss red portal, another defining feature, visually separates key zones within the store, creating a smooth transition from one area to the next.

Given the high foot traffic at Chadstone, one of the biggest challenges was to balance aesthetics with functionality.

“The goal is to create an environment where people can truly engage with the product—whether that’s feeling the smoothness of the wheels, testing the handles or simply experiencing the design up close,” says Calic McLean.

“Striking the right balance between positive and negative space is key, as well as between product display and spaces that offer visual relief. It’s all about crafting an experience that feels both functional and inviting.”

The Chadstone flagship store is a bold statement in retail, where every detail has been carefully curated and crafted. It’s a store that’s more than just a place to buy luggage; it’s a place where customers can indulge in the glamour of travel, connect with the spirit of adventure and experience the brand in a whole new way.

“We wanted the design to have high impact—fun, welcoming, and instantly recognizable. Every element was chosen to create an inviting atmosphere that captures the essence of what July is all about,” says Calic McLean.