The Power of Environmental Displays Expressing Local Identity
A New Outlet Experience with Five Unique Zones Highlighting Hiroshima’s Charm
｜THE OUTLET HIROSHIMA｜
In today’s retail environment, commercial spaces are expected to deliver more than shopping—they must offer immersive experiences that convey local culture and character. This expectation is especially critical for outlet malls, where a diverse audience demands both affordability and authenticity. At THE OUTLET HIROSHIMA, the challenge was clear: “We want the space to evoke the spirit of Hiroshima.” In response, INCROCCE created an environmental display plan that communicates the region’s distinctiveness through five thematic zones. This concept not only extended visitor stay time, but also boosted social media engagement and led to inquiries from other locations—proving the power of spatial storytelling to elevate brand value.
Property Overview
Name｜THE OUTLET HIROSHIMA
Location｜Saeki Ward, Hiroshima City, Hiroshima Prefecture
Client｜Semba Co., Ltd.
Spatial Design｜Semba Co., Ltd.
Display｜INCROCCE Co., Ltd.
Scope｜Planning, fabrication, and installation of environmental displays
Installation Area｜Shared areas including food court walls and restroom corridors
Display Format｜Wall-mounted displays and themed shelving zones
Completion｜2018
Property Details and Spatial Concept
The facility was conceived around the core idea of “Hiroshima-ness.” The spatial concept evokes the feel of a “vacation house where time slows down,” with local culture and flavor embedded throughout. While Semba Co., Ltd. led the architectural planning, INCROCCE took charge of bringing Hiroshima’s narrative to life through display.
Interior Design Challenges
The task was to visually capture the diversity of Hiroshima—its local industries, citrus culture, sake traditions, and maritime heritage—and present them in a way that enhances the outlet’s brand and identity.
Our Proposal
INCROCCE proposed five thematic display zones to communicate Hiroshima’s local identity: Sake, Sea, Citrus, Wood & Textiles, and Alley Culture. These zones were expressed using arch-shaped shelves and wall displays featuring appropriate materials and local motifs—such as sake barrels, octopus pots, driftwood, and archival photographs.
Installation and Technical Execution
Food Court Displays
The food court featured five category-based wall zones:
Textiles (Denim): Representing Hiroshima’s heritage in manufacturing
Seafood: Reflecting its location along the Seto Inland Sea
Citrus: Celebrating Hiroshima’s reputation for citrus cultivation
Sake: Highlighting the brewing culture of Saijo
Woodcraft: Featuring local traditional craftsmanship
Two large tables with integrated planters further enriched the environment.
Corridor & Restroom Zones
Market Zone: Using cutting boards and kitchen-themed items as decor
Station Zone: Featuring art panels shaped like wayfinding signs
Alley Zone: Framed sepia-toned photos of Showa-era Hiroshima, integrated with indoor greenery
Results and Impact
According to the client, “The displays clearly communicated the richness of regional identity and generated strong responses on social media.”
The project led to follow-up requests from other branches of THE OUTLET, and circulation within the food court improved, with visitors spending an average of 15–20 minutes longer than before.
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.