Giving New Life to Workwear Through Immersive Space Design

Brands often struggle to communicate their philosophies through space rather than words—especially those centered on sustainability or circular design. When REKROW, a brand upcycling discarded workwear, was launched in Onomichi in 2020, its concept demanded more than a conventional product display. Visitors needed to “experience” its ethos. INCROCCE addressed this challenge by crafting a narrative-driven environment that embodied the brand’s ideals and left a lasting impression on attendees.

Property Overview

Name｜ REKROW Launch Event (ONOMICHI SHARE)
Location｜ Onomichi City, Hiroshima Prefecture
Client｜ TS Design / REKROW
Design & Display｜ INCROCCE Co., Ltd.
Scope｜ Event space direction and display production
Installation Area｜ Entire venue (entry, exhibition, and VP zones)
Completion｜ 2020

Project Concept & Objectives

REKROW is a circular-economy brand built on the idea of regenerating workwear. The launch event needed to allow visitors to internalize the brand’s mission by experiencing it physically. The concept was “REKROW Philosophy Told Through Six Words and Spaces.” From entrance to final display, the venue was arranged like a narrative journey, enabling guests to intuitively understand REKROW’s vision.

Challenges in Spatial Design

The project required turning abstract values into tangible design, using waste materials without losing visual appeal. To stay true to REKROW’s sustainability ethos, new production was kept to a minimum, and existing fixtures at the ONOMICHI SHARE venue were creatively reused.

INCROCCE’s Design Approach

The venue was structured around six themed words, each represented through spatial zones. These words guided visitors through the event like chapters in a book. Old soda crates found on-site were transformed into display fixtures, aligning with REKROW’s upcycling message.

The Six Thematic Words

1. “Countless Tomorrows”

2. “Fork in the Road”

3. “Spreading Ripples”

4. “Fiber Circulation”

5. “Rebirth”

6. “Toward the Next 100 Years”

Construction & Execution Details

Entrance Design:
A tapestry with the six words welcomed visitors. An upcycled utility pole stood in the entryway, with the sun casting shadows that aligned with the six words around 2 p.m.—symbolizing REKROW’s philosophical start.

VP Area:
Deconstructed workwear elements such as zippers, tags, and fabric pieces were displayed in categories using repurposed containers. This layout visually communicated the brand’s origin story and commitment to regeneration.

Main Exhibition Zone:
Upcycled products like coats and bags were showcased at the venue’s rear. The spatial layout created depth, guiding visitors through REKROW’s vision for the future.

Outcome & Feedback

The exhibit was widely praised for its ability to communicate abstract ideas through fiber and space. The deconstructed display received particular attention for its clarity and emotional impact. REKROW’s team reported that their philosophy had been more effectively expressed than anticipated. The event’s success led directly to continued collaboration for the following year’s exhibition (Vol.2 at Asahi Warehouse).