In this exhibition, keywords are added to each era, and the composition goes back from "Art from the 2000s to "1990s / Shibuya", "1980s / Advertising", and "1970s / Prophecy". We will exhibit Parco's representative advertising works (posters, commercial videos).

In addition, we invited two guest curators for each era, and selected the exhibited works through dialogue. The history of Parco's advertising forms an exhibition space where the history of Parco's advertising has been reinterpreted and reorganized in a modern manner.

※It is subject to change without notice.

"Prophecy" in the 1970s

The coexistence of conflicting values such as avant-garde expression and traditional regression, high-culture and subculture was a characteristic of Parco's advertising expression and cultural activities in this era. It was an era of "prophecy" that affirms modern diversity.

[Example of display advertisement]

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

②“1977 SUMMER” 1977 AD: Yoshio Hasegawa I: Harumi Yamaguchi

[Guest Curator]

Chizuko Ueno Chizuko Ueno

Sociologist, Professor Emeritus of the University of Tokyo, President of the Certified NPO Women's Action Network (WAN), and President of the Chizuko Ueno Foundation. Born in Toyama Prefecture in 1948. Completed a Ph.D. in Sociology, Kyoto University. He specializes in women's studies and gender research. Care and care for the elderly is also a research theme. He has authored many books such as "The Old Age of One", "Sociology of Care", and "Misojinni of Women's Mirai Nippon". Recently, "Tell me how girls live! Ueno-sensei, "The Road in which Feminism opened" etc.

Arisa Harada, Harada

"Textrator" that creates text, illustrations, and textiles. Born in Hyogo in 1985. He has authored the book "Japan's Yabai Girls" series, "Hundred Girls-Women I saw in the city", "The Story Beginning with Female Girl Meets Girl" and "I don't think it's good." Representative of the fashion brand "mon.you.moyo" for demonic girls. He is serializing essays and novels in magazines and web media.

Advertisement in the 1980s

Advertisement, which was bright and light on the surface, was a kind of difficult-to-understand manner, was a flower form of expression genres, and it was a time when top creators competed for cutting the times, making it more sophisticated.

[Example of display advertisement]

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

④"Is it a hunter? Are you 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 the Department of Culture, Faculty of Letters, Doshisha University, he began criticizing based in Tokyo. In 1991, he published his first book of criticism, "Simleshoism" (supplementary edition = Chikuma Gakugei Bunko), and began criticizing. He has authored "Japan, Contemporary and Art" (Shinchosha), "Black Sun and Red Crab-Taro Okamoto's Japan-" (Chuo Koron Shinsha), "Art of the Atomic Bomb hypocenter" (Akifumi), "War and Expo" (art publisher), "What happened to art" (Kokusho Publication Society). He also works on many exhibitions.

Masanobu Sugatsuke Masanobu Sugatsuke

He is an editor, Representative Director of Gutenberg Orchestra, and Professor of Tohoku University of Art and Design. Born in Miyazaki Prefecture in 1964. After working in the editorial department of "Monthly Kadkawa", "CUT", and "Esquare Japanese Version", he became independent. He is the editor-in-chief of Composit, Invitation, and Ecocolo, and has been involved in editing and consulting publications. He has authored "First Edit", "The World without Things", "Before Photos", etc. He is also the representative of Art Book Publisher United Vagabons. He presided over "Edited Sparta 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-style music and girly culture have a high affinity, and their representative people have appeared dashingly in Parco's advertisements. It was an era when talent from around the world gathered, resonated, and spread to Shibuya through Parco's advertising.

[Example of display advertisement]

⑤"I'm a beautiful woman." 1998 AD: Gugi Akiyama C: Shigesatou Itoi P: Enrike badresk

⑥"After all, I'm a friend." 1996 AD: Tyquene graphics C: Masashi Kato P: Sofia Coppora

⑦“HAPPY 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 the album "Pink Heart". After that, after working for portable rock, he became a representative of the New Wave scene in the 1980s. As a third-generation vocalist of Pichkat Five, he created the "Shibuya-style" movement, which prevailed in the 1990s, both in Japan and overseas, and became a music and fashion icon. He has been active as a solo artist since 2001. Since 2012, he has been developing a music project "Maki Nomiya, Shibuya", which sings famous songs of Shibuya and its roots, releasing five albums, and energetically performing 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

Philosopher, writer. Born in Tochigi Prefecture in 1978. Professor, Graduate School of Advanced Science and Technology, Ritsumeikan University. "Do not move too much: Philosophy of Jill Druz and Generated Change" (Kinokuniya Jinbun Grand Prize 2013, 5th Society for the Study of Culture), "Philosophy of Study", "Deadline" (41st Noma Literary Newcomer Award), "Magic Miller" (45th Yasunari Kawabata Literature Award), "Introduction to Contemporary Book 3.

"Art" since the 2000s

Since the 2000s, "art" has increased its presence in the cultural situation, including advertising, and now "art" has become a national content. At the same time, digital expression expanded, and advertising expression changed. At present, there is a dramatic change, but Parco's advertisements coexist with "art" and are constantly expressed in the way of betting on the arousing power of images.

[Example of display advertisement]

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

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

[Guest Curator]

Rintaro Fuse Rintaro Rintaro Fuse

Artist. Born in 1994. He practices "new loneliness" and "being two people" possible in cities since the iPhone was launched, with artists, poets, designers, musicians, critics, and anonymous people in painting, video works, website creation, writing criticism and poetry, and exhibition planning. After graduating from the Department of Painting (oil painting) at Tokyo University of the Arts, he completed the Graduate School of Film and Media (media video). In a collection of poems, "Catalog of Tears" ( PARCO Publishing, 2023).

Yume Nomura Nomura

Editor. Born in Tochigi Prefecture in 1986. After working for an advertising company, he joined CINRA in 2012. After being involved in editing, planning, and sales of Culture Media CINRA.NET, in 2017, together with his colleague Maki Takenaka, he launched "She is," a life and culture community that celebrates women living like oneself, and served as editor-in-chief. In 2021, he became independent as me and you with Takenaka. We are delivering a podcast "Our Sleep Over" that starts talking about sex at your own temperature.

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

■Official leaflet

1,200 yen (tax included)

Size: A3 Transformation

■Clear file (3 types in total)

400 yen each (tax included)

■Postcards (5 types in total)

200 yen each (tax included)

■Tote bags (2 types in total)

2,000 yen each (tax included)

■Mug

1,500 yen (tax included)

To commemorate the 30th anniversary of the opening of Hiroshima PARCO, a talk event "PARCO Advertising 1969-2024" will be held at the Muji special venue on the 7th floor of Hiroshima PARCO New Building.

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

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

<Overview>

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

Venue: 7F Muji Special Venue, Hiroshima PARCO New Building 7F

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

Participation fee: Free of charge

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

※The event time may change. Thank you for your understanding.

※Depending on the congestion situation, you may be viewing by standing.

<Performance Profile>

Michihiko Yanai: Creative director　

From Hiroshima PARCO “MOTO PARCO” in 2001 to the latest “SPECIAL IN YOU.” He continues to work on various advertising creatives for PARCO. His main tasks include Tower Records "NO MUSIC, NO LIFE." and Recruit "Zexy." Issuer of "Monthly Wind and Rock (list price: 0 yen)". Professor, Faculty of Fine Arts, Tokyo University of the Arts. He is also a guitarist of the rock band Lake Inawashiro, who participated in the NHK Red and White Singing Battle in 2011.
Last year, "Kaze to Rock 20th Anniversary Exhibition" was held at PARCO MUSEUM TOKYO. On March 30th and 31st, "Michihiko Yanai 60th Anniversary Commemorative Project 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 graduating from Tokyo Photography Junior College, he studied under photographer Osamu Nagahama.

In 1971, he began taking live photos of musicians (Santana, Red Zeppelin, Pink Floyd, Eric Crapton, Polys, etc.), and a live photo of Santana at Budokan was published in "Legend of Lotus" in Arno Suzumu.

YMO, Unicorn, Tamio Okuda, Eikichi Yazawa, Yosui Inoue, Yumi Matsutoya, Yasuyuki Okamura, and many other artists, including magazines and advertisements.

He has worked on many CD jackets, zer pamphlets, photo books, etc.

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

Major works

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

•Southern All Stars Photo Book "Tatanatsu" (CBS Sony Published) / "Mr. & Ms. EVERYB II" (Victor Ongaku Sangyo)

•Unicorn photo book "Dotan" (Sony Magazines) / "Shonen Miura Magazine" (Kadokawa Shoten)

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

•“Masaharu Fukuyama Sakamoto Ryoma Photo Book” (Kodansha) / “Journey to Masaharu Fukuyama and Sakamoto Ryoma in 2010” (Kodansha)

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

•In 2023, the B2 size super oversized photo book "Thirteenth generation Danjuro Ichikawa Hakuzaru" (Shogakukan / co-author) was published.