Expressing the Essence of Shonan Through Upcycling

Property Overview

Name｜THE OUTLETS SHONAN HIRATSUKA
Location｜Hiratsuka City, Kanagawa Prefecture
Client｜INPROUD Co., Ltd.
Design｜INPROUD Co., Ltd.
Display｜INCROCCE Co., Ltd.
Scope｜Planning, production, and installation of environmental/sustainable displays
Installation Area｜Food court, circulation spaces, and restroom environments
Display Format｜Wall-mounted displays across multiple indoor zones
Completion｜2021–2023 (1 year and 3 months from design to completion)

Concept

We pursued the authentic texture and character that only upcycled materials can provide.

Interior Design Challenges

The main challenge was to communicate material authenticity while integrating upcycled elements in a compelling and distinctive way. We needed to elevate the sustainability narrative beyond the conceptual and into the visual and physical aspects of the space.

Our Proposal

All signage and wayfinding—including outdoor guidance and floor-wide directories—were designed around upcycling principles.
In the food court, each of the four entrances was themed according to its cardinal direction:

• East (Ocean)｜Surfboards, SUPs, and fins as coastal motifs

• West (Mountain)｜Outdoor and mountaineering visuals referencing views of Mt. Fuji

• South (River)｜Paddles and waterside imagery with riverside graphics

• North｜Dimensional mountain scenery built with reclaimed timber

The interior walls featured custom graphics using processed reclaimed wood.
A beer barrel-themed installation was also developed, rendered via graphic treatment rather than actual barrels.
The Kids' Corner was based on a forest motif, with wall graphics depicting a woodland environment. To enhance engagement, we created upcycled animal sculptures made from wood scraps and offcuts. These tactile, intuitive art pieces transformed the zone into an interactive educational space for children.

Outcome and Ripple Effect

The Upcycled Forest concept in the Kids' Zone was especially well received—earning positive feedback from families and children alike. It also led to two additional commissions at other AEON Malls. As a result, the installation was recognized not just as a display, but as a hands-on learning and design experience that invited direct reactions from young visitors.