JULY Officially Launches in Indonesia

JULY Officially Launches in Indonesia, Bringing a More Meaningful Design-Led Travel Experience for Indonesian Travelers

Australia's leading contemporary travel brand opens its first retail pop-up in Indonesia at Plaza Indonesia.

Australian travel lifestyle brand JULY officially enters the Indonesian market today (July 28) with the opening of its first-ever retail pop-up at Ground Floor, Plaza Indonesia. Marking the brand's debut in the country, the launch introduces Indonesian travelers to JULY's contemporary design philosophy, combining purposeful functionality with thoughtfully crafted details that make the journey just as memorable as the destination. At the same time, JULY is now available exclusively on Shopee Indonesia, giving travelers across the country access to its collection of premium luggage.

To celebrate its arrival, JULY presents "JULY: Time To Board!", an immersive retail experience inspired by an international airport—a symbolic representation that this pop-up marks the beginning of every new adventure. Rather than stepping into a conventional luggage store, visitors are invited to experience the familiar airport journey, from check-in and transit to boarding and finally arriving at their dream destination, recreating the anticipation, excitement, and endless possibilities that accompany every new trip.

The experience begins with an airport-style welcome before leading visitors into an immersive retail space where they can explore JULY's luggage collection firsthand. A conveyor belt product installation recreates the atmosphere of an airport baggage claim, while a rotating LED display showcases JULY's design identity and product collections through dynamic visual storytelling. Guests can also enjoy an AI-generated photobooth experience that virtually transports them to their dream destinations, transforming future travel inspiration into a more personal and memorable moment.

"Indonesia is the perfect market for JULY. It is driven by curiosity, high mobility, an appreciation for thoughtful design, and a growing passion for travel. We're thrilled to introduce JULY through a unique brand experience that allows people to truly immerse themselves in our spirit—from preparing for their journey to imagining their next destination," said Jacob Muraca, Chief Commercial Officer of JULY.

In Indonesia, this philosophy comes to life through a carefully curated retail experience where visitors can explore JULY's luggage and bags in person, discover the available sizes and colors, and understand how every product is thoughtfully designed to meet the realities of modern travel.

"At LUXASIA, we are committed to introducing and growing brands that reflect how today's Indonesian consumers aspire to live, move, and experience the very best in life. JULY's arrival in Indonesia is more than the launch of a premium travel brand—it reflects the evolution of travel as a modern lifestyle and a form of personal expression. Through our strategic partnership with JULY, we aim to bring a more meaningful, design-led approach to travel for Indonesian consumers while continuing LUXASIA's role in shaping a culture of premium living, exploration, and mobility," said Lia Amelia, Regional Director Indonesia & Philippines and Country Manager of LUXASIA Indonesia.

The launch at Plaza Indonesia also reflects the evolution of luggage into a broader lifestyle category. Today's travelers increasingly seek products that balance functionality, durability, convenience, and personal expression. JULY addresses this shift through collections designed for a wide range of travel needs while maintaining a clean, recognizable design language.

"We are delighted to welcome JULY's first-ever launch in Indonesia at Plaza Indonesia. With its thoughtful design, innovative approach, and strong relevance to the way people travel today, JULY perfectly reflects the spirit of modern travel and contemporary lifestyles. We believe the brand will resonate strongly with our customers who value quality, exceptional design, and meaningful experiences. On behalf of Plaza Indonesia, I would like to congratulate LUXASIA and the entire JULY team on this important milestone, and we look forward to seeing JULY continue to grow in Indonesia," said Zamri Mamat, Chief Marketing Officer of Plaza Indonesia.

To celebrate its official debut in Indonesia, JULY is extending its #TimeToBoard campaign through a series of exclusive launch offers. The first 77 customers will receive complimentary luggage personalization along with promotional benefits of up to Rp700,000 by following @july.indonesia on Instagram and sharing their next travel plans through the AI-generated photobooth experience at the pop-up store.

In addition, customers born in the month of July are also eligible to receive complimentary luggage personalization, subject to applicable terms and conditions.