Capturing the Hearts of Marunouchi Office Workers

Located in the bustling heart of Tokyo Station, GRANSTA TOKYO is a commercial facility designed with working women in Marunouchi as its main audience. Its expansive retail space—lined with shops offering sweets, beverages, and gifts—was intended to resemble a curated select shop. However, the individuality of each tenant created a visual disconnect that diluted the facility’s brand identity. INCROCCE was brought in as a specialist in environmental display to propose a unifying design solution that would bring the concept of “Daily Happiness” to life across the entire space.

Property Overview

Name｜ GRANSTA TOKYO
Location｜ B1 Level, JR Tokyo Station, Chiyoda-ku, Tokyo
Client｜ Semba Co., Ltd.
Interior Design｜ Semba Co., Ltd.
Display｜ INCROCCE Co., Ltd.
Scope｜ Environmental display design and execution
Installation Area｜ Entrance and main concourse ceiling
Renovated Elements｜ Two ceiling-hung rings (each 8m in diameter)
Completion｜ 2012

Project Concept & Objectives

GRANSTA TOKYO’s design concept revolves around “Daily Happiness”—the desire to offer moments of joy in the everyday lives of working women. Yet, with multiple tenants under one roof, the challenge was to express this vision in a way that unified the space without diminishing individual brand identities. The goal was to design a display that evoked elegance and cohesion, making the entire floor feel like one carefully curated shop.

Challenges in Spatial Design

The key design challenge was to utilize two large suspended ceiling rings (each 8 meters in diameter) to express vibrancy and unity. These fixtures were to serve as shared visual anchors above the common areas—without using any specific tenant merchandise. Instead, the solution had to represent the broader lifestyle theme while visually tying together the entire tenant lineup.

INCROCCE’s Design Approach

Our concept was to create a stylized pantry scene common to the gourmet tenants: colorful sweets, elegant dishware, and curated package designs. All elements were custom-made to achieve a refined, original look—crafted from high-durability materials to remain maintenance-free for over a decade. The suspended rings became sculptural centerpieces filled with playful, overflowing displays that conveyed the emotion of abundance and discovery. Rather than individual brand storytelling, the installation gave the impression of one sophisticated, unified shop.

Construction & Execution Details

Materials: Porcelain dishes, glass jars, tin cans, paper boxes, plastic containers, resin models, and faux food
Visual Direction: Hyper-detailed fake objects designed to mimic real packaging and ingredients
Design Composition: Coordinated palette and layout to maintain harmony across the installation zones

Outcome & Feedback

The display successfully unified the space from the entrance to the main concourse, enhancing both dynamism and perceived quality. The project was featured in Shoten Kenchiku (Japan’s leading commercial design magazine) and led to additional commissions at Fukuoka Airport and Tokorozawa. It also achieved significant cost efficiency for maintenance, delivering long-term value to both the developer and the operations team. By combining the circular stability of the suspended rings with the joyful abundance of the display, the installation fully realized the GRANSTA TOKYO concept of “Daily Happiness.”