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)

The 50th anniversary program "PARCO Advertising 1969-2023" of Shibuya PARCO 9F SUPER DOMMUNE will be held and distributed at Shibuya PARCO 9F SUPER DOMMUNE.

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

[Overview]

Date and time: 2 times in total, 2023/11/16 (Thu) and 11/17 (Fri)

Venue: Shibuya PARCO9F SUPER DOMUUNE 

Venue capacity: 50 people each day

Delivery URL: https://youtube.com/@dommune?si=cq4mTDTcTofFL61M

■November 16, 2023 (Thursday) “PARCO Advertising 1969-80s” (Part 1)

Part 1: “Park’s Open From 1969 to the 1970s PARCO Advertising and its Background”

Time　：19:00-20:30

Performer: Koichi Kawajiri x Mika Kunii, Hiroshi Kusakari (Palco Advertising Department)　

Listener: Naohiro Ukawa

Part 2: “Ads for PARCO in the 1980s and the culture behind it”

Time　： 20:30-22:00

Performer: Yukimasa Okumura x Masanobu Sugatsuke, Hiroshi Kusakari (Palco Advertising Department)　　

Listener: Naohiro Ukawa

DJ time: 22:00-23:00

Performer: DJ Fukutake

■November 17, 2023 (Fri) “PARCO Advertising 1990s - Hyundai” (Part 2)

Theme: “PARCO Advertising from the 90s to the present”

Time　：21:00-23:30

Performer: Michihiko Yanai, Gugi Akiyama, Miho Kinomura, Hiroshi Kusakari (Palco Advertising Department)

Listener: Naohiro Ukawa

[Performance Profile]

Naohiro Ukawa

He is an artist engaged in a wide range of activities, including filmmakers, graphic designers, VJs, writers, curators, university professors, and "now artists". Opened the live streaming channel "DOMMUNE" and distributed an alternative program to the world every night.

Koichi Kawajiri

Editor, Galactic Writer. From interviews and writing, planning and production of events and corporate content, he also engages in activities that connect advertising and journalism. Received the 75th Mainichi Publishing Culture Award (Literature and Arts Category) for his biography, TIMELESS Eiko Ishioka and His Times.

Mika Kunii

Copywriter. After working at Light Publicity, he is now a private office. He is involved in corporate activities with various words and ideas that connect both inside and outside the company, such as corporate messages such as Shiseido, Kirin HD, and ITOCHU, corporate advertisements, and brand creation and polishing.

Yukimasa Okumura

Art Director, Representative of TSTJ Inc. In charge of art direction for YMO, Kazuhiko Kato, Tatsuro Yamashita, Motoharu Sano, Moon Riders, Checkers, etc. In addition, expand the field of activities such as advertising, books, and magazines.

Masanobu Sugatsuke

He is an editor, Representative Director of Gutenberg Orchestra, and Professor of Tohoku University of Art and Design. He is the editor-in-chief of Composit, Invitation, and Ecocolo, and has been involved in editing and consulting publications. He has authored "First Editing" etc.

Michihiko Yanai

Creative Director, Professor, Faculty of Fine Arts, Tokyo University of the Arts, and guitarist for rock band Lake Inawashiro. From 2001 MOTTO PARCO to the latest SPECIAL IN YOU. He continues to work on a variety of advertising creatives for PARCO.

Gugi Akiyama

Creative Director, Art Director, Representative of Daily Fresh Corporation, Visiting Professor of iU Information Management Innovation Professional University. Performs art direction in a wide range of fields, including advertising campaigns, packages, logos, and character designs.

Miho Kinomura
Creative Director, STUDIO DOG representative, resident in LA, launched Creator Rep Agent in NY in the 1990s and 2000s, produced many PARCO advertisements overseas, worked on advertisements using WEB 3 and AI in 2021, and produced the latest Parco Generative AI advertisements in LA.