Bringing the Warmth of Filtered Sunlight into a Bookstore
A Bookstore Display with Faux Greenery and Custom Fixtures
｜iias Kasugai Bookstore｜
Large bookstores in shopping complexes often focus on product volume and circulation efficiency, but in doing so, risk becoming cold and impersonal. Simply lining up books is not enough to encourage lingering or inspire curiosity. For the renovation of the bookstore at iias Kasugai, the core goal was to create an environment that enhances the quality of time spent with books. INCROCCE approached this by integrating faux greenery and natural materials, transforming the space into a calming, forest-like retreat that offers visitors a gentle and soothing experience—like reading beneath dappled sunlight.
Property Overview
Name｜iias Kasugai Bookstore Corner (Tenant Inside the Facility)
Location｜Kasugai City, Aichi Prefecture
Client｜Semba Co., Ltd.
Design｜Semba Co., Ltd.
Display｜INCROCCE Co., Ltd.
Scope｜Planning, production, and installation of in-store display design
Installation Area｜Visual merchandising across the entire bookstore
Display Format｜Above shelving, central fixtures, and around the checkout area
Completion｜2021
Property Details and Spatial Concept
In line with the broader renewal concept of the entire facility, the bookstore was reimagined with a focus on “coexistence with nature.” The objective wasn’t merely to display products but to recreate the feeling of browsing books in a serene natural setting. Bookstores, where customers often spend extended periods, require a subtly comfortable atmosphere. The challenge lay in evoking this sense of ease without overwhelming the space with overly thematic elements.
Interior Design Challenges
High ceilings made product displays feel visually diluted
Repetitive bookshelf layouts created a monotonous environment
While wood fixtures were plentiful, the space lacked organic elements
A layered VMD strategy was needed to create contrast at upper, middle, and lower eye levels
Our Proposal
At the heart of our concept was the idea of “creating tree shade using faux greenery.”
Faux vines and foliage were arranged above bookshelves and around columns to introduce depth and shadow. These elements were carefully coordinated with signage and wooden fixtures to blend harmoniously into the space.
We also installed small planters near the checkout area to create visual rest points. The goal was to simulate the tranquil experience of “searching for a book under filtered sunlight,” using artificial greenery in a subtle and emotionally resonant way.
Installation and Technical Execution
Materials｜Faux greenery (vines, ferns, twigs) combined with upcycled decorative objects
Placement｜Primarily arranged above eye level to create visual rhythm and movement
Method｜Direct attachment to walls and shelving units, along with planter-style fixtures for continuity
Client Response and Results
The client commented that the space had transformed “from a simple retail area into a place where people enjoy the process of choosing books.”
Customer surveys noted a more relaxed atmosphere and increased comfort while browsing, resulting in longer dwell times.
Following its success, the concept of incorporating faux greenery spread to other stores within the mall and nearby commercial projects.
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.