Crafting a Stay-Oriented Car Showroom Born in Hiroshima
“A Surfing of the Extraordinary” Through Upcycled Car Parts Display
｜CONQUEST - THE OUTLETS HIROSHIMA｜
Typically, car showrooms serve as vehicle sales spaces but often feel generic or catalog-like—sterile and unremarkable. With the CONQUEST showroom located inside THE OUTLETS HIROSHIMA, the goal shifted: create an environment people want to spend time in—a vacation‑house‑like setting that elevates the overall brand experience. INCROCCE took on the challenge of defining a space that balances automotive allure, Hiroshima identity, and upcycling storytelling.
Property Overview
Name｜CONQUEST – THE OUTLETS HIROSHIMA
Location｜Saeki‑ku, Hiroshima City, Hiroshima Prefecture (THE OUTLETS HIROSHIMA premises)
Client｜Semba Co., Ltd.
Spatial Design｜Semba Co., Ltd.
Display｜INCROCCE Co., Ltd.
Scope｜Display planning, fixture arrangement, upcycling concept development
Installation Area｜Entire showroom environment (walls, photo areas, façade, concierge counter)
Completion｜2018
Property Details and Spatial Concept
Situated in a vacation‑style outlet complex, CONQUEST aimed to evoke leisure and travel, not just showcase cars. The concept emphasized adding value through a sense of escape and serenity within a retail setting.
Interior Design Challenges
How to draw attention without overshadowing the vehicles
Harmonizing the “outlet mall” atmosphere with CONQUEST’s premium brand identity
Creating a narrative-rich environment beyond cars
Introducing this experience in a mall for the first time, distinct from traditional standalone showrooms
Our Proposal
We introduced upcycled car parts and curated displays to enhance dwell time and brand affinity:
Wall shelving featuring lifestyle objects and car-related books to evoke car culture
Photo frame areas showcasing images of coastal drives, forest trips, and Hiroshima landscapes
Façade accents with greenery and car object sculptures to merge nature with the extraordinary
Concierge counter display featuring an upcycled car part sculpture, highlighting the upcycling message
A decorative “CONQUEST” brand‑book dummy placed on the counter to reinforce brand storytelling
Installation and Technical Execution
Materials: Wood, faux greenery, car parts (wheels, steering components)
Fabrication: Partnered with metalworkers to weld and reshape parts into sculptural pieces
Themes: Vacation, travel, seaside, outdoors, leisure
Fixture Integration: Shelves, frames, and counters arranged to create thematic “scenes” throughout the showroom
Results and Impact
Visitors commented that the showroom felt “stylish and relaxing.”
The client praised the creation of a space “that supports conversations beyond car specs.”
Photo frames and brand-book props became popular photo spots.
The upcycled‑parts display gained internal and external attention, leading to requests for replication at other locations—and establishing a replicable model for showroom 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.