Bondi Beach, Sydney‘s most popular seaside hangout, sees an infusion of contemporary style with the arrival of Incu. The retailer, which manages a number of multibrand stores and monobrand boutiques across town – and also in Melbourne and Gold Coast – has finally opened up shop in this coveted nook of the city. The store occupies a 151 sqm. (1,625 sq.ft.) unit on the Gould Street side of The Beach House, a swanky, six-storey apartment complex built in 2011 by MPR Design Group, which, at the front, overlooks the Bondi Beach Park and the beach. The interior design, created by local design practice and longtime collaborator Akin Atelier, features Incu‘s signature design codes and a palette of timber and beige, captured by a variety of custom-made furnishings and fixtures.

A tiered shelving unit with rounded corners in the window is paired with a robust circular ottoman and large mirror, and tying in with the setting at the back of the retail space, furnished with a sales counter with a marble top, a display cabinet, and a unit which combines tiered shelving and storage cabinets. Additionally, a tiered metal shelving display presents accessories and shoes, while sleek metal rails present the garments. A backdrop of whitewashed walls is overlaid by beige wall panels, which also encapsulate two fitting rooms at the back of the store. The new Incu store stocks a curated men’s and women’s collection of coveted contemporary brands from across the planet, and currently includes Acne Studios, A.P.C., adidas, Paloma Wool, Nike, Needles, ASICS, Gramicci, Gimaguas, and also the retailer’s very own Incu Collection. © superfuture