Bell Mall is located near the central area of Utsunomiya City, a large regional city in the Northern Kantō region, and it is one of the largest shopping centers in the North Kantō area.
Bell Mall is located at 6-2-1 Yoto, near the intersection of Kinu-dori(Yanagida-kaidou) Road and Sangyou Road, is also near Route 123 and New Route 4, and is about 3 km East of the Utsunomiya JR Train station.
The East Annex is a large scale entertainment zone featuring amusement, health and healing, a Toho cinema complex, and the Bell fitness club.
The West Annex includes the anchor tenant Ito-Yokado and many specialty retailers, restaurants and services.
The name of the mall comes from a carillon, which is a musical instrument composed of at least 23 cup-shaped bells, that is located in the central part of the mall and is in the shape of a Christmas tree.