Hot luggage startup July reveals its new retail look

Melbourne’s retail landscape is even more stylish with the opening of luggage startup July’s new flagship store in the QV Centre in the CBD.

The Australian luggage brand, known for its innovative and practical designs, has opened its fourth experience store.

It has a vibe straight out of the golden age of travel, thanks to designers Ewert Leaf and builders Trust Projects. – the team behind the Lune Croissanterie stores (just look for the long queues outside to find them).

July flagship store. Photo: Supplied

July’s cofounder Athan Didaskalou said they were thrilled with the focus on travel inspiration.

“Even if you weren’t planning a trip, you’ll walk in and feel like a holiday,” he said.

“Our vision for the store was to create a space that was both memorable and functional. Ewert Leaf and Trust Projects have done an incredible job of bringing this vision to life.”

The store’s design team explored and unpacked the idea of how it feels to be on holiday and how a sensation or emotion can be translated into a physical space.

Anticipation, excitement, relaxation, and nostalgia informed the warm colour palette, diversity in textures, and organic forms.

The store features July’s bright, colourful, and functional luggage and bags made for today’s modern travellers. And they’ve also got a bunch of travel accessories on display, along with personalisation design in-store. Basically, they’re the one-stop shop for all your travel needs.

“Our products have been designed to make travelling as easy and hassle-free as possible. Our store is the perfect environment for travellers to see and experience our products first-hand,” said Didaskalou.

“We want to create a space that not only showcases our innovative solutions but also inspires people to travel more.”