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.



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