Showcasing Osaka Through “Made in Japan”

As the number of inbound tourists continues to rise, hotels across Japan face a common challenge: how to express “Japaneseness” in a way that is both authentic and memorable. Generic Japanese motifs often fall short—they fail to leave a lasting impression or highlight the true appeal of the products on display. At CROSS HOTEL OSAKA, the mission was clear: create a souvenir space where guests can experience the value of “Made in Japan.” Through refined fixture design and thoughtful styling, the space was transformed into a retail environment radiating Japanese craft sensibilities, significantly enhancing guest satisfaction. INCROCCE brought its expertise in blending local character with genuine materials, honed through years of commercial design experience, to this project.

Property Overview

Name｜ CROSS HOTEL OSAKA
Location｜ Chuo Ward, Osaka City, Osaka Prefecture
Client｜ CROSS HOTEL OSAKA
Design｜ INCROCCE Co., Ltd.
Display｜ INCROCCE Co., Ltd.
Scope｜ Souvenir area fixture design and styling
Installation Area｜ 1F Lobby / Souvenir Zone
Renovated Elements｜ Around existing columns and display fixtures
Completion｜ 2013

Project Concept & Objectives

To accommodate growing interest from overseas guests, CROSS HOTEL OSAKA established a new souvenir corner on the first floor, aiming to showcase the allure of Japanese craftsmanship. The design brief called for a space that activates all five senses—where visitors can feel “Made in Japan.” The challenge was to reinterpret the existing architecture and layout while introducing a retail experience that is both distinctively Japanese and harmoniously modern.

Challenges in Spatial Design

The key was to balance Japanese identity with a sense of contemporary design across the entire zone, including the prominent structural columns. The concept needed to avoid overused “traditional” themes, yet still deliver a clear message of Japanese quality and craft. Within the limited footprint, zoning, display, and spatial flow had to be carefully orchestrated to maximize both product visibility and guest engagement.

INCROCCE’s Design Approach

The design concept centered on “the warmth of wood and structural elegance,” reflecting a quiet Japanese aesthetic that would harmonize with the hotel’s modern lobby. Custom fixtures were built to frame the existing columns, echoing forms reminiscent of traditional Japanese architecture. Display tables and wall-mounted units were constructed from minimally finished wood to preserve its natural texture. Product styling prioritized layout, balance, and visibility—VMD principles guided the display of selected hotel merchandise to enhance visual rhythm and accessibility.

Construction & Execution Details

Fixture Design: Clean-lined forms using unfinished wood to retain natural tactility while conveying precision
Column Integration: Custom woodwork encased the existing structures in symbolic Japanese form, anchoring the space
Display Units: Dimensions tailored to product sizes and packaging, achieving balance between aesthetics and usability
Merchandise Styling: Props of varied materials and heights introduced seasonal visual interest and tactile variety

Outcome & Feedback

The space was highly praised by international guests, who found it easy to discover tastefully curated Japanese products. It also became a photogenic feature of the hotel lobby, enhancing CROSS HOTEL OSAKA’s overall brand experience. By blending traditional material cues with contemporary design sensibilities, the souvenir area became a memorable cultural touchpoint for travelers.