Bringing “Design Your Life” to Life

An office entrance is more than a physical threshold—it’s where a company’s vision, philosophy, and ambition should be immediately and viscerally communicated. Logos alone cannot express the full scope of a brand’s identity. For SR Holdings, this meant creating not just decoration, but spatial storytelling. INCROCCE was commissioned to conceptualize and realize symbolic objects for the company’s entrance space. At the heart of the concept was the word “GROW,” reimagined as an acronym: Global / Revolution / Ourselves / Wind—a manifesto expressed through immersive environmental design.

Property Overview

Name｜ SR Holdings Headquarters
Location｜ Fukuyama City, Hiroshima Prefecture
Client｜ SR Holdings Co., Ltd.
Design｜ INCROCCE Co., Ltd.
Display｜ INCROCCE Co., Ltd.
Scope｜ Entrance display concept, object production, installation
Installation Area｜ Main entrance hall
Renovated Elements｜ Lobby-facing wall and entrance sculpture zone
Completion｜ 2019

Project Concept & Objectives

SR Holdings defines its corporate philosophy with the statement “Design Your Life.” The company embraces bold cross-sector ventures, celebrates human diversity, and values both continuity and change. The design challenge was to represent three core messages in spatial form:

1. Design Your Life – Create your own path

2. Unchanging Essence Meets Changing Times – Honor the core while adapting

3. Beauty in Space and Simplicity – Create wonder in the everyday

INCROCCE’s goal was to translate these abstract values into tangible, lasting design.

Challenges in Spatial Design

The client had a clear objective: make their philosophy visible. This meant avoiding superficial art and instead crafting objects deeply rooted in the company’s cultural narrative. The sculptures needed to deliver strong messages while maintaining visual calm and open space—conveying presence without clutter.

INCROCCE’s Design Approach

We proposed the spatial concept “GROW” to embody all three brand messages, building a visual lexicon around:

• Global – Worldwide perspective

• Revolution – Bold transformation

• Ourselves – Self-determination

• Wind – Stirring change

Two symbolic sculptures were installed:

Ever Growing (Living Evolution):
An organically curved object constructed with faux greenery, evoking life, sustainability, and growth. This piece spoke to nature, adaptability, and subtle beauty—aligning with the idea of "beauty in space."

Not Stop (Continuous Change & Diversity):
A polyhedral wooden object with no repeating faces, symbolizing diversity and transformation. It visually represented the gathering of varied talents and the company’s ability to evolve without losing its core.

Construction & Execution Details

Materials: Composite of wood, steel, faux greenery, and acrylic
Form Language: Polyhedrons, irregular shapes, and open-framed structures
Placement Strategy: Two-stage narrative—entrance feature and internal lobby focal point
Lighting Design: Sculptures designed to shift in mood and shadow as natural light changes throughout the day

Outcome & Feedback

The installation made an immediate impression, with internal and external stakeholders commenting, “You can feel the philosophy just by walking through.” Employees noted that passing through the space brought focus and motivation. Other companies began requesting tours, reinforcing SR Holdings' positioning as a “speakable space” brand. The approach is now being considered for rollout in future office locations and client-facing facilities.