Showcasing Miyagi’s Local Identity Through Spatial Storytelling
A Regionally Immersive Display Composed of Eight Themes in Harmony with Natural Materials
｜AEON MALL Shinrifu (South Wing)｜
In large commercial facilities, common spaces such as food courts or corridor zones near restrooms are often treated as purely functional—merely pathways. However, when those spaces are given meaning and thematic direction, the brand presence of the entire facility—and the visitor experience—can be elevated dramatically. At AEON MALL Shinrifu, the design intent was to express a sense of “Miyagi-ness” throughout the shared spaces, creating cohesion and narrative across the entire property.
Property Overview
Name｜AEON MALL Shinrifu (South Wing)
Location｜Rifu Town, Miyagi Prefecture
Client｜INPROUD Co., Ltd.
Spatial Design｜INPROUD Co., Ltd.
Display｜INCROCCE Co., Ltd.
Scope｜Planning, production, and installation of common area displays
Installation Area｜Shared areas throughout 1F–2F (8 display zones)
Display Format｜Wall shelving and graphic displays in food court and gathering rooms
Completion｜2020
Property Details and Spatial Concept
The overarching spatial concept focused on “coexistence with the local community” and “resonance with nature.”
The aim was to create a commercial environment where visitors could feel connected to Miyagi’s regional industries and culture. Through thoughtfully themed installations and displays, the space became an experiential journey through local traditions and resources.
Interior Design Challenges
Visually expressing the essence of Miyagi (agriculture, fishing, forestry, crafts, etc.)
Creating a narrative-rich zoning and display structure rather than simple decoration
Ensuring durability, visibility, and safety in high-traffic areas
Our Proposal
For the food court zone, eight separate wall installations were created, each themed around a specific regional resource or cultural aspect.
Sake Zone｜Featured sugidama (cedar balls) and sake brewing artifacts
Craft Beer Zone｜Wall treatments evoking fermentation and factory motifs
Fishing Port Zone｜Fishing nets, buoys, and driftwood to represent local fisheries
Forestry Zone｜Logs and branches referencing Miyagi’s timber industry
Camping/Outdoor Zone｜Campfire-like materials and outdoor gear aesthetics
Farming Zone｜Dry plants and repurposed vegetable crates for an agricultural feel
Festival/Kokeshi Zone｜Tohoku’s kokeshi dolls reinterpreted through both graphics and sculptural elements
Gathering Room (Nursing Room Area)
This area was designed as a whimsical “baby book library” playground with fantasy-like faux greenery, soft-colored wall art, and child-friendly design elements to create an environment where children can play and imagine.
Restroom Windows
Translucent double-sided dry flower arrangements were installed within corridor-facing restroom windows, adding nature-inspired visuals to a transitional space.
Installation and Technical Execution
Materials｜Reclaimed wood, faux greenery, craft paper, dry plants, wooden panels, etc.
Execution｜Each display zone was constructed with a mix of painted walls and dimensional decor to convey storylines. The display flow was designed to simulate “a journey through Miyagi,” leading visitors through the space with visual cues.
Results and Impact
The project received high praise for offering a “sense of Miyagi no matter where you are in the mall.”
Local visitors noted the photo-worthy installations and the fun, educational atmosphere for children.
Other AEON MALL locations have since inquired about replicating similar displays.
The client team expressed that the project succeeded in “embodying the spatial concept rather than simply decorating,” setting a benchmark for concept-driven common area design.
Creating immersive spaces that merge “brand identity × drawing power” — why not start with us?
At INCROCCE, we bring out the unique character of each space using authentic materials and upcycled elements. From commercial facilities to offices and public venues, we specialize in crafting immersive spatial experiences. If you're considering a similar approach to spatial branding, we’d be delighted to discuss your project.