A New Platform for Expressing the Value and Appeal of Imported Cars
Interactive Display Design that Connects People with Automotive Craftsmanship
｜YANASE BRAND SQUARE Urayasu｜
Under the concept of an “Owner’s Vacation House,” YANASE BRAND SQUARE has undergone a full rebranding, first in Fukuoka and now extended to its Urayasu location with the aim of becoming a new local landmark. For this initiative, INCROCCE was responsible for display planning that communicated the brand’s identity. We proposed a spatial design centered around upcycled objects made from real vehicle parts, prioritizing harmony with the showroom’s interior. The Urayasu store featured a unique addition—colorful, upcycled decorative items that added vibrancy and character to the environment.
Property Overview
Name｜YANASE BRAND SQUARE Urayasu
Location｜Urayasu City, Chiba Prefecture
Client｜Semba Co., Ltd.
Design & Display｜INCROCCE Co., Ltd.
Scope｜Showroom decoration (wall-mounted exhibits and spatial display elements)
Installation Area｜Display walls, signage, and integrated furniture zones
Display Format｜Wall-mounted displays throughout the showroom entry and main walkway
Completion｜2023
Property Details and Spatial Concept
The space was reimagined with an “urban resort” theme to strengthen its connection with the city and to elevate the brand’s lifestyle image. The display concept needed to visually convey affinity with automobiles, while also offering fresh, location-specific touches that would distinguish the Urayasu store from other YANASE sites.
Interior Design Challenges
The challenge was to both promote the brand’s image and introduce a sense of novelty. Additionally, the display had to reframe car parts—often seen as “scrap”—into components of intelligent upcycling. The installation also needed to blend naturally into the space while reflecting meticulous attention to design detail.
Our Proposal
We proposed a display centered around wall-mounted objects and relief panels made from authentic vehicle parts recovered from maintenance and disassembled cars. These upcycled elements visually celebrated the structural beauty of automobiles while reinforcing the brand's core identity. At the Urayasu location, the concept was expanded with playful, upcycled interior accessories from nejiru Furniture, adding local character and color to the otherwise monotone palette.
Installation and Technical Execution
Composition｜Upcycled automotive objects, decorative accessories, faux greenery, and imported car-themed books
Styling｜A monochromatic color base accented with vivid interior artwork to create visual interest and brand alignment
Outcome and Client Response
Visitors responded positively, noting that the display of real car parts conveyed YANASE’s passion for automotive excellence. Car enthusiasts appreciated the detailed craftsmanship, while on social media the showroom was praised as a “luxurious space with refreshingly real parts.” Internally, the project has been recognized as a potential new branding model, with documentation underway for possible rollout at additional locations.
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.