In this exhibition, keywords are added to each era, and dates back from "2000s-art" to "1990s / Shibuya", "1980s / advertisements", and "1970s / predictions" will be displayed. , Palco's representative advertising works (posters, commercial videos).

In addition, two guest curators were invited for each era, and the exhibited works were selected through dialogue. The masters of the times create an exhibition space in which the history of Parco's advertisements is modernly resolute and reorganized by the time.

※It may be subject to change without notice.

"Prospects" in the 1970s

The coexistence of avant-garde expression and the return of tradition, and the coexistence of conflicting values, such as high culture and subcultures, was a feature of Parco's advertising expression and cultural activities in this era. It was an era of "prophase" that affirm modern diversity.

[Examples of display advertisements]

①"It's not a model, just face." 1975 AD: Eiko Ishioka C: Takeo Nagasawa P: Noriaki Yokosuka

②"1977 SUMMER" AD: Yoshio Hasegawa I: Harumi Yamaguchi

[Guest Curator]

Chizuko Ueno Chizuko Ueno

A sociologist, Professor Emeritus of the University of Tokyo, President of the Certified NPO Women's Action Network (WAN), and President of Chizuko Ueno Fund. Born in Toyama Prefecture in 1948. Completed Ph.D. in Sociology at Kyoto University Graduate School, and Dr. Sociology. Specializes in women's studies and gender studies. The research theme is to provide nursing care and care for the elderly. He has authored many books, including "The Old Age of One", "Social Studies of Care", and "Misojiny of Women's Gai Nippon". In recent edition, "Tell me how girls live! "Ueno-sensei" and "The Road with Feminimism Opened"

Alsa Harada Arisa Harada

"Textator" that creates text, illustrations and textiles. Born in Hyogo Prefecture in 1985. He has authored a series of books in Japan, "The Hundred Women-Women in the Town", "The Story Starting with Female Friends Girl Meets Girl", "The Story Starting with Women's Friends Girl" and "It's not good." Representative of "mon.you.moyo" fashion brand for demounishable girls. He is serializing essays and novels in magazines and web media.

"Ads" in the 1980s

Advertisement, which was bright and light, but had a certain kind of "difficulty," was a flower shape in an expression genre. It was an era in which top creators competed for cutting out the times.

[Examples of display advertisements]

③"How many hours did you live yesterday?" 1985 AD: Tsuguya Inoue C: Takashi Nakahata P: Tenmei Kanou

④"A hunter! A traveler?" 1983 AD: Tsuguya Inoue C: Shigesatou Itoi P: Bishin Jumonji

[Guest Curator]

Noi Sawaragi Noi Sawaragi

Art critic. Born in Chichibu City in 1962. After graduating from Doshisha University's Faculty of Letters at Doshisha University, he started criticism activity based in Tokyo. In 1991, he published his first review book, "Simulism" (additional edition = Chikuma Gakugei Bunko) and began criticism activities. He has authored "Japan, Contemporary Art" (Shinchosha), "Black Sun and Red Crab-Taro Okamoto's Japan-" (Chuo Koron Shinsha), "Art of" hypocenter "(Akifumi), "War and Expo" (Art Publisher), "What happened to art" (Kokusho Publishing), and others. He also works on many exhibitions.

Masanobu Sugatsuke Masanobu Sugatsuke

Editor, Representative Director of Gotenberg Orchestra Co., Ltd., and professor at Tohoku University of Art and Design. Born in Miyazaki Prefecture in 1964. He became independent after working as an editorial department of "Monthly Kadkawa", "CUT", and "Equay Japanese Version". He is the editor-in-chief of "Composit", "Invitation" and "Ecokoro", and works from publishing publications and consulting. He has authored books such as "Editation for the First Time", "The World without Religion", and "Before Photos End of Photos". He also serves as a representative of art book publisher United Vagabons. He presided over "Edited Spalta Juku" at Shimokitazawa B & B, and "Tokyo Art Junior High School" at Shibuya Parco GAKU.

"Shibuya" in the 1990s

In the 1990s, Shibuya became the center of street culture in Japan. In particular, Shibuya-based music and girly culture have a high affinity, and their representatives have appeared dashingly in Parco's advertisements. It was an era when world talents gathered, resonated, and spread to Shibuya through Parco's advertisement.

[Examples of display advertisements]

⑤"Because a beautiful woman." 1998 AD: Gugi Akiyama C: Shigesatou Itoi P: Enrike budresc

⑥"You're a friend." 1996 AD: Tykline Graphics C: Maji Kato P: Sofia Coppora

⑦HAPPY BIRTHDAY P'PARCO, 1996 AD: Mitsuo Shindo P: Inaba gen

[Guest Curator]

Maki Nomiya Maki Nomiya

Singer, essayist. Born in Hokkaido in 1960. In 1981, he made his solo debut with his album "Pink Heart". After that, through portable rock, he became a representative of New Wave in the 1980s. As a third-generation vocalist of Pichikart Five, he created a music and fashion icon in Japan and abroad, creating a music and fashion icon. He has been active as a solo artist since 2001. From 2012, he has been developing a music project called "Maki Nomiya, Shibuya Singing," which inherits famous songs of Shibuya and its roots, and has released five albums, and has been active in live activities. He celebrated his 40th anniversary in 2021 and has been active in various fields such as music, essays, fashion, beauty and health production.

Masaya Chiba Masaya Chiba

Philosophy, writer. Born in Tochigi Prefecture in 1978. A professor at Ritsumeikan University Graduate School of Advanced Science and Technology. "Don't move too: Jill Dulose and Philosophy of Generation and Change" (Kinokuniya Jinbun Grand Prize 2013, 5th Annual Prize for Climate Cultural Theory of Study", "Ded Line" (41st Noma Literary Newcomer Award), "Magic Miller" (45th Yasunari Kawabata Literary Prize), "Introduction to Modern Thoughts" (New Book Award 2023), "Introduction to Modern Thoughtical Miller Award)

"Art" since the 2000s

Since the 2000s, "art" has increased its presence in the cultural situation, including advertisements, and "art" has become a national content. At the same time, digital expression has expanded, and advertising expressions have also changed. At present, there are rapid changes, Parco's ads that coexist with "art" and are constantly expressed in a way of betting on the power of images.

[Examples of display advertisements]

⑧"PACO SAYS," 2005 AD: Michihiko Yanai C: Yoshihiro Yamamoto P: Toyotaro Shigemori

⑨"NO MORE IMAGE! PARCO" AD: 2001 AD: Kashiwa Sato C: Masakazu Taniyama I: Ichiro Tanida

[Guest Curator]

Rintaro Fuse Rintaro Fuse

Artist. Born in 1994. Artists, poets, designers, musicians, music, etc., and planning exhibitions of "new loneliness" and "being two people" that can be done in cities since the iPhone was released. He practices with musicians, critics, and anonymous people. After graduating from the Department of Painting (oil painting), Tokyo University of the Arts, completed the Graduate School of Video (Media Video). A collection of poems, "The Catalog of Tears" (Pulco Publishing, 2023).

Yume Nomura Yume Nomura

Editor. Born in Tochigi Prefecture in 1986. After working for an advertising company, he joined CINRA in 2012. After engaging in editing, planning and sales of Culture Media CINRA.NET, in 2017, together with his colleague Manki Takenaka, set up "She is," a life & culture community that congratulates women who live like themselves, and served as editor-in-chief. I became independent with Takenaka in 2021. We are distributing Podcast "Our Sleep Over", which starts talking about sexuality at your own temperature.

To commemorate the holding of this exhibition, we will sell official leaflet of the exhibition and commemorative goods.

■Official leaflet

1,200 yen (tax included)

Size: A3 deformation

■Clear Files (3 types)

400 yen each (tax included)

■Postcards (5 types)

200 yen each (tax included)

■Tote bags (2 types in total)

2,000 yen each (tax included)

■Magcup

1,500 yen (tax included)

To commemorate the 30th anniversary of the opening of Hiroshima PARCO, a talk event "Parco's Advertising 1969-2024" will be held at the Hiroshima PARCO New Building 7F Muji Special Venue.

A one-day talk event inviting Michihiko Yanai, a creative director who worked on the opening of the Hiroshima PARCO New Building, and Kenji Miura, a photographer from Hiroshima.

From the perspective of creators who are related to Hiroshima, we look back on the history of advertising from the founding of Parco in 1969 to the present, along with historical background and culture.

<Overview>

Date and time: Sunday, March 17, 2024 14: 00-15: 30

Venue: Hiroshima PARCO New Building 7F Muji Special Venue

Performer: Michihiko Yanai, Kenji Miura and Hiroshi Kusakari (Parco Advertising Department)

Participation fee: Free

※You can enter from 30 minutes before the start time.

※Holding time may be delayed. Please understand in advance.

※Depending on the congestion situation, you may be able to watch standing.

<Provider profile>

Michihiko Yanai: Creative director　

From the 2001 Hiroshima PARCO “MOTTO PARCO” to the latest “SPECIAL IN YOU”, he has been working on a variety of advertisements for PARCO. His main jobs include the tower record "NO MUSIC, NO LIFE." Publisher of "Monthly Wind and Rock (Ltd Price: 0 Yen)". He is a professor at Tokyo University of the Arts. He is also a guitarist of the rock band Inawashiro Lakes who participated in the 2011 NHK Red and White Singing Battle.
Last year, "Wind and Rock 20th Anniversary Exhibition" was held at PARCO MUSEUM TOKYO. On March 30 and 31, the "Michihiko Yanai 60th Anniversary Commemorative Planning Wind and Rock Saigo Super Arena" FURUSATO "" will be held at Saitama Super Arena. GLAY, MAN WITH A MISSION, Nogizaka 46, Sambomaster, Masashi Sada and others will appear.

Kenji Miura: Photographer

Born in Hiroshima in 1949.

After leaving Tokyo College of Photography Junior College, he studied under photographer Osamu Hama.

He started taking live photos of musicians who came to Japan (Santana, Red Zeppelin, Pink Floid, Eric Krapton, Police, etc.) in 1971, and the LIVE photo of Santana at Budokan was in Arnosuzumu "Legend of Lotus" Posted in Jaketto.

He has been shooting many artists such as YMO, Unicorn, Tamio Okuda, Yazawa Eikichi, Yosui Inoue, Yumi Matsutoya, Yasuyuki Okamura, and magazines, advertisements,

He deals with numerous CD jackets, sacrifice pamphlets, and photo books.

Since 2014, we have been holding a photo exhibition "Hiroshima Miura" every year on the theme of his hometown, Hiroshima.

Main works

•YMO photo book "MIYAGE" (Shogakukan) / "SEALED" (Shogakukan)

•Southern All Stars Photo Book "Tatatsu Summer" (CBS Sony Published) / "Mr. & Ms. EVERYB DY" (Victor Music Industry)

•Unicorn Photo Book "Dantan" (Sony Magazines) / "Shonen Miura Magazine" (Kadokawa Shoten)

•Tamio Okuda Photo Book "EZ" (Shogakukan) / Book "Tamio Okuda Show" (Sony Magazines)

•"Masaharu Fukuyama Sakamoto Ryoma Photo Book" (Kodansha)/ "Journey between Masaharu Fukuyama and Sakamoto Ryoma 2010" (Kodansha)

•In 2019, YMO photo book "40ymo 1979-2019" (KADOKAWA), which was taken for 40 years, was released.

•In 2023, a B2 size super extra-large photo book "13th Danjuro Ichikawa Shirasaru" (Shogakukan / co-authored) will be published.