At 713 square meters, Incu QV, Melbourne is the retailer's largest store yet. For Incu’s QV Melbourne opening, the approach was grounded in community.

I curated a guest mix that reflected the brand’s cultural positioning, spanning industry, creatives, and loyal customers - with the intention of creating an opening that felt both reflective of its history and relevant to its next chapter.

The result was a space that felt familiar from the outset. Considered, lived-in, and inherently Incu.