A Café That Embodies Setouchi Adventure

The atmosphere of a hotel’s entrance or café area is central to shaping the visitor’s impression—it sets the tone for the entire brand experience. Yet too often, commercial spaces fall back on generic decor or miss the opportunity to connect with their regional identity. For Fukuyama Royal Hotel, the vision was clear: express the company’s values and reflect local culture through space. INCROCCE rose to the challenge with a creative direction that combined design storytelling, local materials, and corporate philosophy into a single, unified space.

Property Overview

Name｜ Fukuyama Royal Hotel deTOUR
Location｜ Fukuyama City, Hiroshima Prefecture
Client｜ SR Holdings Co., Ltd.
Design｜ INCROCCE Co., Ltd.
Display｜ INCROCCE Co., Ltd.
Scope｜ Object planning, design, and installation for hotel entrance and café
Installation Area｜ 1F lobby and café zone
Renovated Elements｜ Café façade object / interior display
Completion｜ 2022

Project Concept & Objectives

As part of a full-scale renovation, a new lobby-integrated café was added to the hotel. The objective: to visually embody SR Holdings’ core corporate philosophy—“Design Your Life.” INCROCCE proposed the thematic concept “Build Your Own Future”, conveying personal agency and creativity. The idea was to transform everyday recreational tools into sculptural symbols of potential and action.

Challenges in Spatial Design

The client requested a display that would embody the brand while also reflecting the local Setouchi region. Off-the-shelf decor or greenery wasn’t an option; they needed a bold, original object. The design also had to suggest adventure and possibility while remaining relevant to both hotel guests and local visitors.

INCROCCE’s Design Approach

The concept began with the metaphor of “tools to build your future.” We collected real parts from Setouchi-based activities such as cycling, SUP, skateboarding, and climbing. These were reimagined as upcycled art, like life-sized model kits.

Façade Object (Entrance):
Each component—bike wheels, skateboards, climbing holds, paddles, tennis rackets—was arranged as if still unassembled, expressing unrealized potential and the possibility of what guests might build or become.

Interior Object (Café):
Inside, the same parts were combined into a semi-animated, creature-like form. This sculpture told the second half of the story: transformation. From fragmented pieces to a cohesive, moving being, the work visualized the journey of creating your own future.

Construction & Execution Details

Entrance Object: Skating decks, cycling wheels, SUP paddles, climbing grips, and sports gear arranged to appear as “unassembled potential”
Interior Display: Sculpted hybrid forms suggesting living creatures—constructed from the same materials now “in motion”
Material & Color Design: Contrasts between textures and hues to evoke a sense of kinetic possibility
Narrative Flow: Visual progression from unassembled to active—symbolizing personal and creative evolution

Outcome & Feedback

The completed installation received high praise from SR Holdings: “It conveyed our brand message even more effectively than we imagined.” The phrase “Build Your Own Future” became a recognizable identity marker, and the objects served as a memorable icon for visitors. This project was also a result of a repeat commission—earned through the success of a previous installation at the company’s head office—further confirming trust in INCROCCE’s design approach.