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“Advertising Parco” 1969 - 2024 PARCO Advertising Exhibition Nagoya Venue
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In commemoration of the 35th anniversary of the opening of Nagoya PARCO, the exhibition “Advertise Parco” 1969 - 2024 PARCO Advertising Exhibition” was held at PARCO GALLERY, which was held at Shibuya PARCO last year and gained popularity.
This exhibition will reinterpret the history of advertising creatives for more than half a century since Parco's opening in 1969, from its current perspective, and offers a panoramic view.
Advertising is a type of advertising activity and a means of promoting sales, but Parco's advertising works hand in hand with top creators of that era for more than 50 years and transmits it as an expression that transcends the category of commercials.
The venue has a glimpse of the origins of Parco's advertising by going back to the four ages of "after the 2000s", "1990s", "1980s", and "1970s".
We hypothetically set keywords such as "prophecies" (70s), "advertisements" (80s), "Shibuya" (90s), and "art" (from 2000s) according to the transition of the spirit of the times in each area, and shape each era. The posters and commercials to be exhibited will be selected in a dialogue format by inviting two guest curators for each area, and the contents of the dialogue will be screened at the exhibition hall and posted on official leaflets sold at the venue.
In addition, Parco's advertisement "It's a beautiful woman." (1998), "Let's go. Creative Director Gugi Akiyama, who worked on Parco (2008) and others, "Aruko." A one-day talk event was held with Mika Kunii, a copywriter who worked on the copy of Parco (2008).
From the perspective of creators related to Parco, 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.
June 28, 2024 (Fri)-July 15 (Mon./holiday)
10:00～21:00
※Closed at 18:00 on the last day / Admission until 30 minutes before closing.
※In order to alleviate congestion in the venue, we may distribute admission tickets.
※The contents of the project are subject to change without notice.
PARCO GALLERY (Nagoya PARCO West Building 6F)
3-29-1, Sakae, Naka-ku, Nagoya-shi, Aichi
Free of charge
PARCO
Parco, Asu Nakanishiya (ASHU)
Advertisement design: Yuri Suyama
Venue design: Kei Murayama
Video Direction: Ayashi Hirano & Chiho Hirano
Shooting: Masaki Terada
Audio: Takumi Hayashi
Contents of the exhibition
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. Graduated from the Department of Culture, Faculty of Letters, Doshisha University. 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 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.
Commemorative Goods
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 (4 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)
Nagoya PARCO 35th Anniversary Talk Event “PARCO Advertising 1969-2024”
To commemorate the 35th anniversary of the opening of Nagoya PARCO, we will hold a talk event called “PARCO Advertising”.
From the perspective of creators related to Parco, 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: Saturday, July 6, 2024 14:00 to 15:30
Venue: 9F, Nagoya PARCO West Building, Cleston Hotel (pallet room)
Performer: Gugi Akiyama, Mika Kunii, Hiroshi Kusakari (Palco Advertising Department)
Participation fee: Free of charge
※A numbered ticket will be distributed from the first day of the exhibition.
※The event time may change. Thank you for your understanding.
※Depending on the congestion situation, you may be viewing by standing.
<Performance Profile>
Gugi Akiyama
Creative Director, Art Director, Representative of Daily Fresh Corporation
Visiting Professor, Department of Design, Nihon University College of Art.
Performs art direction in a wide range of fields, including advertising campaigns, packages, logos, and character designs.
Major works include Toyo Fisheries "Maru-chan Masamen" advertisement and package design, Japan Fencing Association "Shinkokusho" design, Shochiku "18th generation Kanzaburo Nakamura Indigation Name Announcement" poster, Ritsumeikan University Communication Mark Design, AKB48 "Heavy Rotation" CD jacket design, Parco campaign advertisement, etc. "Maru-chan Masamen Cup" won the Gold Award at the "Japan Package Design Award 2017".
Mika Kunii
Copywriter, Creative Director.
He is involved in corporate and social activities with various words and ideas that connect both inside and outside the company, such as corporate messages, corporate advertisements, and brand creation and polishing. After working at Light Publicity Co., Ltd., he is currently a private office.
Major works include Shiseido's "Beautiful for an instant and a lifetime", the company's corporate advertisement series, Shiseido Makiage "Lady's Longing", Kirin HD "To the world where joy connects", ITOCHU "One merchant, countless missions", the company's corporate advertisement series, the main poster of the NHK morning drama "Kam evlibaddy" and Parco corporate advertisement ". Parco, Mie Prefecture Regional Revitalization Project "VISON" naming, picture book "Miffy and Vermeer / Art Publisher", etc. Received ADC Award, TCC Award, Nikkei Advertising Award / Grand Prize, Mainichi Design Award, Asahi Advertising Award, etc.
