Make Room for Bode by Ma House

Incu is excited to launch “Make Room” for Bode by Ma House - a collaborative project centered around a creative installation at our QV store.

Known for its rich story-telling through each of its garments, Bode expresses a sentimentality for the past through the study of personal narratives and historical techniques. Founded in 2016 in New York, the brand began with a collection of one-of-a-kind garments composed entirely of antique textiles and continues to reinvigorate fashion through the art of storytelling and preservation.

‘Creating experiences is a central theme to why we do what we do at Incu. The world that Emily Adams Bode Aujla and her team have created is fully realised through their retail experiences in New York and Los Angeles. We wanted to build an experience for this collection to sit within, so our customers can view the clothes in a new and intimate way.”

Luke Davie, Creative Brand Manager.

The installation takes inspiration from Bode’s creative shoots and own retail spaces to bring to life a bedroom within the Bode world. Being the first-of-its-kind project, we wanted to bring a local connection to the project - enter Ben Mooney of Ma House, a vintage homewares store based in Melbourne’s Collingwood.

Supporting the concept and design of the installation with friend and furniture designer Sean Brickhill, Ben has used one-off pieces from his private collection to furnish the space. The space is also complemented by assorted ephemera from the Bode visual archive including clothing hangers, posters and photographs.

"The Bode brand beautifully incorporates personal histories into their collections. From collections finding inspiration by Emily’s family to stories from her upbringing deeply influencing the visual narrative of the world they have built. To imprint a touch of the Incu team into the activation, we invited team members to share photos of their parents and grandparents from the 1960s and 1970s, which we could include in the room." Luke Davie, Creative Brand Manager.

Alongside Ben and Sean, longtime friend of Incu photographer Phil Huynh has also been a central part of this project documenting the installation as well as shooting May and Felix from our store teams in new season Bode within the Ma House store.

To celebrate the project, Bode have also created a very limited-edition run of hand embroidered handkerchiefs, all featuring Australian inspired designs such as koalas and Tasmanian tigers. 10 of these one-of-a-kind pieces will be available to purchase exclusively at Incu QV from 6pm Thursday 2 May. The Make Room for Bode by Ma House installation will be open from May 2 to May 29, 2024.


Creative Direction: Luke Davie & Ben Mooney
Fabrication: Sean Brickhill
Photography: Phillip Huynh
Creative Production: Karli Butson
Artwork: Nell Ferguson
Graphic Design: Lilian Trieu
With thanks to Patrick Roberts & Camille Cueto from Bode, and Armadillo for their support of the installation.