This website uses cookies to improve your experience navigating our site. By continuing to browse, you are agreeing to our use of cookies.

OK, I understand

A Monumental New Headquarters For Fashion Trailblazers Incu

Work Space

2002 feels like a long time ago for anyone. But for the fashion industry, it’s almost a different world. A retail climate without online shopping? Without Instagram? Incu was established in this year, by twin brothers Brian and Vincent Wu, who envisaged transporting the cosmopolitan shopping landscape of Hong Kong to Australia, where a carefully curated tasting plate of international designers could be housed under one roof.

18 years later and Incu continues to remain ahead of the curve, surviving a turbulent two decades for brick-and-mortar retail. The company’s slick new multi-storey home base in Rosebery, Sydney, designed by Akin Atelier cements its enduring cult status into a legacy.

1st July, 2020

The internal courtyard on the second floor is wrapped in red-pressed bricks and terracotta tiles. Photo – Terence Chin.

The meeting room opens out onto the terrace balcony, which overlooks the street. Photo – Terence Chin.

The offices on the second floor. An indoor courtyard in the foreground, floor-to-ceiling corridor and the terrace balcony at the end of the corridor funnel natural light through the space. Photo – Terence Chin.

Some seriously enviable interiors! Photo – Terence Chin.

The staff kitchen is slick and minimalist. Photo – Terence Chin.

Patterned brickwork and a rendered curved wall combine Rosebery’s industrial heritage with a modernist architectural sensibility. Photo – Terence Chin.

The site is long and narrow, meaning floor to ceiling windows are essential for natural light! Photo – Terence Chin.

The material palette consists of terracotta, brick, timber and concrete. Photo – Terence Chin.

Terracotta tiles wrap the outlet benches. Photo – Terence Chin.

The blush-toned outlet space is a retail dream! Photo – Terence Chin.

Sasha Gattermayr
Wednesday 1st July 2020

‘This has been a huge achievement for us as we’ve progressed through the years.’ – Brian + Vincent Wu

From its humble beginnings 18 years ago, Incu’s impressive growth trajectory has culminated in 160 staff sprawled across stores in three states, plus the Australian outposts for A.P.C and Rag + Bone. For a brick-and-mortar business that not only weathered the online retail boom, but thrived in it, Incu has taken the challenges of a pandemic firmly in its stride. So much so, that it was time for an update!

Deep in the Sydney suburb of Rosebery, the cult retailer enlisted longtime collaborator Akin Atelier to transform a newly-secured semi-industrial building into a retail outlet, office and warehouse. The brief was to convert the former mechanic’s workshop into a new headquarters, and the architects looked to the neighbourhood’s existing architectural personality for inspiration.

Red dry-pressed bricks wrap the facade in a nod to the building’s industrial locale, while terracotta tiles cladding the interior benches and courtyard bring texture to the interiors. A terracotta-toned render sweeps the curved second storey, which conceals meeting rooms, an open plan office and internal courtyard behind the street-facing exterior. Floor-to-ceiling windows and a second floor balcony open the office space to floods of natural light, while polished concrete floors anchor the heritage-inspired designs in a contemporary attitude.

‘This has been a huge achievement for us as we’ve progressed through the years,’ Brian and Vincent say. ‘We hope the building will be timeless.

The new Incu outlet and headquarters can be found at 110 Dunning Avenue, Rosebery. It will be open daily from 11am – 4pm. More info can be found here.

This Week

Architecture

A Dazzling (Yet Inviting!) Family Home

Brutalist inspired architecture meets contemporary Australian style, in this WOW-factor Melbourne home by Kennon Architects.

Gardens

A Cascading, Compact Garden That Envelopes This Sydney Home

Greenery spills in from every angle in this suburban garden designed by Bell Landscapes!
Sasha Gattermayr

Similar Stories

Work Space

A Minimal + Fresh Workspace In Byron Bay

We tour the streamlined headquarters of handcrafted footwear, fashion and accessories label St. Agni.
Elle Murrell

Work Space

The Best Designed Co-Working Spaces In Australia

Seeking a sleek meeting space, or a co-working desk with serious style credentials? We have you covered.
Miriam McGarry

This Week

Shopping

These Deliciously Colourful Picnic Rugs Are Made From Recycled Plastic!

The season of picnicking has arrived, and we've found the best rugs to see you through pizzas in the park and fish and chips on the beach.

News

See Ethiopian-Norwegian Artist Olana Janfa's Colourful, Debut Solo Show!

The Melbourne-based painter’s first solo show is opening tonight, exploring themes of language, race and status in his playful works.
Christina Karras

Food

Julia's Miso Eggplant Rice Bowls

Quick, tasty and oh-so-healthy (and vegan!) - Julia Busuttil Nishimura's sticky and sweet miso eggplant bowl will be your new go-to dinner!
Julia Busuttil Nishimura

Architecture

A Floating House Entangled In Brush Box Trees On North Stradbroke Island

The tree canopy takes precedence over ocean views in this holiday home for three families, designed by Conrad Gargett architects.

Studio Visit

The Melbourne Designer Creating Clever Furniture, For Small Spaces

Meet designer Katrina Ramm of Ka Ra Studio, who's playful pieces that that make the most of the ‘precious space’ inside our homes!
Christina Karras

Shopping

11 Of The Best Places To Score Vintage Furniture + Homewares

Hunting down everything from 70s modular sofas, to retro gems from Europe, see the 11 vintage sellers and stores we love!
Christina Karras

News

An Exhibition Of Abstract, Thought-Provoking Pieces Is On Now At Heide

See a line-up of abstract works exploring negative space and time, featuring leading Australians and world-famous artists like Anish Kapoor!...
Sponsored

A Day In The Life

A Day In The Life With Kate Reid, Founder Of Lune Croissanterie

A peek into the inner workings of Lune's ‘croissant Formula One team’ - and what this impressive entrepreneur gets up to in a day!
Christina Karras

Gardens

A Sensitively Built Coastal Garden, Designed To Look ‘Untouched’

The Garden Social carefully designed a garden, built into waterfront sand dunes on NSW's South Coast, where the serene seascape beyond takes...
Christina Karras

News

Don't Miss Major Discounts On Designer Furniture At DOMO's Black Friday Sale!

Here’s everything you need to know about DOMO’s Black Friday Sale, with 20% off iconic designer brands, for one day only!
Sponsored

Interiors

A Charming Victorian Cottage, Reorientated + Optimised For Decades To Come

Pipkorn Kilpatrick goes back to basics to enhance the interior and natural light of this Victorian cottage.

Homes

A Melbourne Family’s Ever Changing ‘Light House’

An innovative, sculptural screen invites dynamic shadows into the family home of Andrew Jaques, and Christina Chiodo, renovated by Layan.

Design Eye

Architect Luke Fry, On Modernising A Heritage Home

Architect Luke Fry shares his advice on sensitively balancing old and new, when modernising a heritage home!

Stays

An Architect’s Handcrafted Home + Bathhouse Turned Unique Accommodation

Take a look inside Liptrap Loft—a one-of-a-kind cabin with a Japanese-inspired bathhouse in Walkerville, Victoria.

Interiors

A New Kitchen Designed To Look Old, With No White Joinery In Sight!

A Reservoir, Melbourne kitchen with the look of the past and functionality of the present.

Similar Stories

Work Space

A Minimal + Fresh Workspace In Byron Bay

We tour the streamlined headquarters of handcrafted footwear, fashion and accessories label St. Agni.
Elle Murrell

Work Space

The Best Designed Co-Working Spaces In Australia

Seeking a sleek meeting space, or a co-working desk with serious style credentials? We have you covered.
Miriam McGarry

The Design Files acknowledge the Traditional Custodians of the lands on which we work, the Wurundjeri people of the Kulin Nation. We pay our respects to Elders past and present.

First Nations artists, designers, makers, and creative business owners are encouraged to submit their projects for coverage on The Design Files. Please email bea@thedesignfiles.net