July | Emporium

The Verdict

You might be familiar with Melbourne-based luggage brand July, we wrote about them earlier this year. Well, now less than a year since the brand launched, they’ve opened their first retail store in Emporium.

“We’re excited to bring the July customer experience into the physical world” co-founder Athan Didaskalou says. “In a short time we’ve created a strong digital experience but now we get to translate that to an in-person experience.”

At the new store, you’ll be able to pick up the full range of July products. From the excellent ‘Carry On’ with its ejectable battery for charging your phone and computer, to the ‘Checked’ and ‘Checked Plus’ which will take care of your long trips.

July also has a range of packing cells available to make your packing and unpacking a whole lot easier once you hit your destination.

The store has been designed by One Design Office (ODO), the same firm that helped design July’s products. July and ODO won Gold in the 2019 Melbourne Design Awards last week for the Carry-On product design. The store also features visual merchandising by Nat Turnbull and flowers by Hattie Molloy.

Image credit: Tess Kelly