An Aerial Adventurer Lands in the Store

In experiential dining environments, thematic decor plays a critical role in drawing attention and creating a memorable atmosphere. For the pop-up edition of VILLAGE VANGUARD’s “VV Café,” the goal was to infuse the space with signature brand playfulness while ensuring strong visual impact. A single standout object—bold, whimsical, and Instagrammable—was needed to turn the restaurant's central space into a conversation piece.

Property Overview

Name｜ VILLAGE VANGUARD DINER Toyosu Foresia
Location｜ Koto-ku, Tokyo
Client｜ Semba Co., Ltd.
Design｜ Semba Co., Ltd.
Display｜ INCROCCE Co., Ltd.
Scope｜ Object concept and fabrication
Installation Area｜ Central ceiling of the restaurant
Completion｜ 2011

Project Concept & Objectives

This project centered around the installation of a large-scale lighting fixture in the form of a hang glider—an embodiment of the “free spirit” ethos associated with VILLAGE VANGUARD. The design was part of a temporary pop-up and intended to give diners a sense of playful escape while reinforcing the brand's adventurous identity. The objective was to make the decor itself a topic of engagement and a reason to visit.

Challenges in Spatial Design

The display needed to hang securely from the restaurant’s ceiling, be visually commanding from all angles, and simultaneously function as a lighting fixture. It had to embody the sense of freedom and surprise associated with hang gliding, while harmonizing with the eclectic and youth-oriented aesthetic of the brand. Material choice and weight distribution were also key challenges in achieving both form and safety.

INCROCCE’s Design Approach

INCROCCE designed and produced a custom hang glider object that doubled as a ceiling-mounted light fixture. Bold in scale yet light in appearance, the object featured playful detailing that aligned with VILLAGE VANGUARD’s whimsical DNA. The piece served as a landmark within the space—drawing customers’ eyes upward and creating a dynamic focal point. By placing this imaginative object in the heart of the restaurant, we aimed to support both spatial branding and visitor engagement.

Construction & Execution Details

Design Concept: Oversized hang glider form, tailored to VILLAGE VANGUARD’s adventurous theme
Functionality: Combined decorative object and ambient light fixture
Installation: Ceiling-mounted with engineered supports for visual floating effect
Materials & Finish: Lightweight structural elements with vivid color accents for high visibility

Outcome & Feedback

The installation successfully added buzz to the pop-up experience, becoming a popular photo spot and strengthening the store’s thematic appeal. It contributed to increased foot traffic during the campaign period and stood as a memorable symbol of the VILLAGE VANGUARD brand. The hang glider fixture exemplified how a single iconic object can animate a space and transform atmosphere into storytelling.