In Albert Coates Lane at QV Melbourne, July has opened its biggest and most considered flagship store yet. We sat down with Erin, who is part of the retail team to find out what makes this store so unique.

What makes the July flagship store so unique?

This is July's most ambitious store yet, and it shows just how much planning and effort has gone into getting every detail right. The architectural layout features three distinct sculptural chambers designed by In Addition Studio. Each chamber is a rounded room lined with curved shelving, with archways leading through to the next. Inspired by Italian piazzas and old-world grandeur, the space moves away from traditional retail into an immersive gallery-like journey. At the centre of it is a group of murals by Sydney-based artist George Raftopoulos, painted across the ceilings of each chamber in the store. "Each chamber has its own distinct mood, brought to life through the murals," Erin explains. Another standout feature is the hand-poured terrazzo flooring, which draws on a technique used in Italy 300 to 400 years ago.

How does the European design influence come through in the store experience?

Step into the new July flagship store and you're instantly transported to an Italian piazza. Subtle colour tones and thoughtful design details create an immersive experience, with each chamber echoing an authentic Italian charm. The flooring marries beautifully with the murals and mosaic tiles on the walls. Every detail works together to recreate that European feeling, and as Erin puts it, it invites customers to "slow down, connect, and just enjoy your time," much like they would across Europe.

What does the phrase 'never a tourist, always a traveller' mean to you and to July?

It's a phrase you may have heard before, for Erin and the July team, it's less about stamping your passport and more about a mindset you carry everywhere. "You should go and experience what it is like to be a local," Erin explains. In other words, it doesn't matter whether you're overseas or in your own country - it's about slowing down and engaging with a place the way a local would.

What product do you find yourself recommending most often to customers, and why?

It's the question staff get asked daily, and with such a wide range on offer, it's not always an easy one to answer. For Erin, though, it comes without a second thought and it's clear why once you discover all the details. "The Capsule Pro — it's so easy to pack, featuring a beautiful woven strap, laundry bag, a tracking device, and lockable wheels.” It's a product built with every kind of traveller in mind.

What kind of customer is drawn to July, and why does the QV flagship feel like such a natural home for the brand?

Every July store has its own energy, but for Erin, one thing holds true across all of them. "The July customers are all very excited to come into each store." It's a mix of people, but they're united by that same enthusiasm for the brand the moment they walk through the door. QV holds a special place for Erin and the team - it's the site of July's very first store, and the flagship has stayed in the same area ever since. “A lot of travellers come through because QV has such a variety of beautiful Melbourne-designed things," she says, "and July is proud to still be part of that."

Is there any other store or venue at QV you'd recommend to someone visiting for the first time?

There's plenty nearby worth exploring too, according to Erin. "The opportunities in the precinct are endless," she says, highlighting the New Balance Grey store in close proximity and the Incu flagship, both known for their considered store experiences and carefully curated fashion offerings.

Discover the July flagship store in Albert Coates Lane at QV Melbourne.