Seasonal Tastes of Eastern Japan in a Station Retail Space

Station retail managers frequently face the same dilemma: “Simply lining up products doesn’t leave an impression,” and “We don’t know how to communicate regional character through spatial design.” NOMONO, a concept shop developed by JR East, was designed to solve exactly that. With stores throughout Japan, its mission is to share the flavors and culture of different regions. At its ecute Akihabara location, the challenge was to let the space itself express the appeal of eastern Japan. INCROCCE answered this with a display concept that transforms information and emotion into three-dimensional form—creating an engaging, walkable experience across the geography of Japan, using regional icons and tactile storytelling.

Property Overview

Name｜ NOMONO ecute Akihabara
Location｜ Inside JR Akihabara Station, Chiyoda-ku, Tokyo
Client｜ Semba Co., Ltd.
Interior Design｜ Semba Co., Ltd.
Display｜ INCROCCE Co., Ltd.
Scope｜ Planning and production of wall displays
Installation Area｜ In-store corridor walls
Completion｜ 2014

Project Concept & Objectives

NOMONO is a retail brand built around the theme of “local and seasonal.” At its Akihabara store, the focus was on showcasing regional products from Eastern Japan—including Tohoku, Kanto, and Joetsu. The design objective was to embody that regional identity spatially. Despite being set within a high-traffic station corridor, the store had to serve as more than a mere passageway—it needed to become a destination where travelers could encounter the essence of Japan’s diverse regions.

Challenges in Spatial Design

The biggest challenge was how to visualize regional character. In the fast-paced flow of station interiors, the message had to be clear in an instant. A simple map wouldn’t resonate, and overly literal graphics would fail to evoke emotion. The goal was to create an expressive format that could deliver both information and emotional value within the limited wall space available.

INCROCCE’s Design Approach

Our solution was a display inspired by the idea of “walking through a map of Japan.” We designed three-dimensional pictograms—icons of local specialties—cut from wood using laser technology, and placed them on a wall-sized map of Eastern Japan. The concept invited customers to visually and physically explore the regions through familiar symbols such as apples, rice, and sake. The composition provided not only information, but also moments of discovery and delight—transforming the wall into a knowledge-rich landscape.

Construction & Execution Details

Pictograms: Represented key regional specialties from Tohoku, Kanto, and Joetsu (e.g., apples, rice, local sake)
Layout: Mapped out in the shape of Japan to convey spatial relationships and regional diversity at a glance
Structure: Fully three-dimensional design, with attention to light and shadow for added depth
Materials: Domestic Japanese wood, enhancing the impression of sustainability and craft

Outcome & Feedback

The space was praised for creating a “discover, shop, and remember” experience. The project received the Environmental Signage & Display Award from the Hiroshima Art Directors Club (HADC) in 2014. It has since been referenced as a model for regional storytelling in retail and has inspired similar concepts in other locations and stations.