Elevating the Style of Modern Working Women

Carlie è felice is a women’s shoe brand targeting active, style-conscious women in their early 30s. Known for designs that express the “now” of working women—elegant with a hint of aspiration—the brand sought to renovate its head office showroom. The goal was to create a space that encapsulates the brand’s identity while showcasing new collections in their best light. INCROCCE was commissioned to develop a visual merchandising strategy and spatial design that would fully embody the brand’s message.

Property Overview

Name｜ Carlie è felice Head Office Showroom
Location｜ Fukuyama City, Hiroshima Prefecture
Client｜ TM Crew Co., Ltd.
Design｜ INCROCCE Co., Ltd.
Display｜ INCROCCE Co., Ltd.
Scope｜ Interior design, fixture fabrication, and showroom display
Installation Area｜ Entire showroom
Renovated Elements｜ Fixtures, signage, café corner
Completion｜ 2011

Project Concept & Objectives

The primary objective was to capture the heart of the brand’s target audience—women who live vibrantly in the present. The showroom needed to evoke joy and spark a sense of identification with the brand. More than just a display space, it had to immerse visitors in the brand’s aesthetic, helping them visualize themselves as part of the Carlie è felice world.

Challenges in Spatial Design

The space needed to be both glamorous and metropolitan—sophisticated but approachable. It had to spotlight the footwear collection while also providing a comfortable, cafe-style atmosphere. The design had to walk the line between retail utility and emotional engagement, resonating with women who seek both style and substance.

INCROCCE’s Design Approach

The central idea was to replicate the feeling of stepping into a Carlie è felice-inspired living room. A 5m × 3m full-height mirror was installed along one wall, serving as both a functional element and a visual amplifier. Custom shoe risers were mounted directly onto the mirror to create the illusion of doubling the product line, while simultaneously making customers a part of the display by reflecting their image as they try on shoes. All fixtures were custom-made, blending sleek modern lines with playful Carlie è felice details. Recycled furniture pieces were repurposed into display boxes, adding an element of sustainable style. The use of vintage-inspired accessories and pop-art frames added depth and drama to the overall atmosphere.

Construction & Execution Details

Wall Display: 5m × 3m full-wall mirror with custom-mounted shoe risers
Floor & Wall Finishes: PVC tile flooring and wallpapered wall treatments
Display Accessories: Vintage-style props, pop-art frames, curated decorative accents

Outcome & Feedback

The showroom design became the foundation for a nationwide promotional tour, where Carlie è felice collaborated with INCROCCE to create portable trunk-style displays. These traveling showcases brought the showroom experience to department stores such as Nihombashi Mitsukoshi, Hankyu Umeda, and Nagoya Takashimaya—reaching over ten locations in total and boosting brand recognition. Today, the permanent store at Marronnier Gate Ginza continues to carry forward the same showroom concept, offering a space that energizes and empowers modern working women. The design has been embraced as a true reflection of the brand’s values and aesthetic.