A Shelf Story Told Through American Vintage

When companies relocate, display strategy—particularly within shelves in shared spaces—is often overlooked. Unused shelves or visual “voids” in areas where employees and guests interact can be a missed opportunity to reinforce branding. During the relocation of SEMBA’s Kansai Office, INCROCCE was tasked with transforming the shelf space into a refined, minimalist showcase using vintage American accents. The project was recognized for its skillful object curation and ability to enhance the spatial design through subtle but impactful visual storytelling.

Property Overview

Name｜ SEMBA Kansai Office
Location｜ Osaka City, Osaka Prefecture
Client｜ SEMBA Co., Ltd.
Design｜ INCROCCE Co., Ltd.
Display｜ INCROCCE Co., Ltd.
Scope｜ Shelf display, object styling, accessory selection
Installation Area｜ Shared office space
Renovated Elements｜ Wall-mounted shelving
Completion｜ 2017

Project Concept & Objectives

The office interior was based on a neutral, intelligent spatial concept. Accordingly, the display needed to be understated and textural rather than visually loud. The goal was to create cohesion with the surrounding architecture while subtly enriching the atmosphere with thoughtful details.

Challenges in Spatial Design

While the overall space was minimal and clean, the shelving areas felt visually “empty.” The challenge was to enhance the environment without disrupting the calm ambiance. The design needed to compress a fully-formed worldview into a limited footprint—offering depth, sophistication, and a quiet sense of identity.

INCROCCE’s Design Approach

We curated a display composed primarily of decor items sourced from Crate & Barrel during an overseas trip to the U.S. These were combined with art and design books—featuring themes in architecture, lifestyle, and visual culture. Each item was arranged with careful attention to material contrast, height balance, and palette, resulting in a composition that expressed “mature minimalism” with a hint of vintage texture. The display offered a narrative of curated restraint, allowing the space to breathe while leaving a lasting impression.

Construction & Execution Details

Materials: Ceramic vases, wooden objects, glass domes, metal trays
Books: Large-format photo books from international art and architecture publishers
Layout: Designed as a single visual composition with dynamic zoning and layered shadows

Outcome & Feedback

The project was praised internally at SEMBA for making the office more photogenic and for giving the space a recognizable “face.” International clients who visited the office also remarked on its tasteful and sophisticated design. The approach has since been referenced in proposals for other SEMBA offices and has inspired further development within their display strategy.