PARCO Group Blog

2023/11/08

PARCO Advertisin​g -"Adverti​sing​ PARCO" Exhibition

For more than 50 year's since the opening of Ikebukuro PARCO, PARCO has been working hand in hand with the top creators of that era to communicate our corporate stance through advertising expressions that go beyond the scope of commercials. The smell of the times reflected in PARCO's advertisements is not the consensus of the masses, but rather the "edge of the times" that definitely contains the "what" that the times demand, even though it is somewhat dogmatic. It is also based on a multifaceted thinking that has many different meanings depending on the sensitivity of the receiver. As if to represent the ecology of PARCO, a "creature" that has various faces and continues to change to reflect the times, PARCO's advertisements present the "what" at times universally and at other times momentarily.


In the 1970s, PARCO actively used the mass media to promote its shopping centre PARCO. It was fashion propaganda with the theme of "women's independence," reflecting the historical background of the time, and became a social phenomenon that played a role in raising women's awareness. The coexistence of conflicting values, such as avant-garde expression and return to tradition, high culture and subculture, was a characteristic of PARCO's advertising expression and cultural activities in general during this period.
In the 1980s, when the scale of the company's operations expanded and public recognition became widespread, PARCO attracted attention not only as a retailer but also as a "fashion entertainment" in a wide range of areas. PARCO's advertisements, which were bright and light on the surface, but also had a kind of "difficulty," were the flower of the genre of expression, and became more sophisticated as top creators competed to capture the world that characterized the era.
In the 1990s, the media environment surrounding consumers underwent rapid changes. There was a major "change of thinking" with "digital" and "interactive" as the keys, and there was a strong need for a corporate attitude that quickly reflected the wishes of consumers, rather than the one-way information provided by companies as in the past advertising methods. Shibuya, home to Shibuya PARCO, has become the center of Japanese street culture, and Shibuya-style music and girly culture are particularly compatible, and some of its representatives dashingly appeared in PARCO's ads. Through the media of PARCO's advertisements, talent from around the world gathered in Shibuya, resonated, and spread.
Since the 2000s, art has increased its presence in the cultural context, including advertising, and now art has become a national content. At the same time, digital expression expanded and advertising expression changed. In today's fast-paced world, PARCO's advertising coexists with art and expresses a never-ending style of betting on the evocative power of images.

 

Since its inception, PARCO has listened to consumers and used their activities as a model to come up with PARCO-style answers. We will continue to use collaboration with consumers as a weapon to present new vectors for the future.


The exhibition "Advertising Parco: 1969-2023 PARCO Advertising Exhibition" will be held at PARCO MUSEUM TOKYO (4th floor of Shibuya PARCO) from November 17 to December 4.
This exhibition presents an overview of advertising and creative activities that have been going on for more than half a century since the opening of Ikebukuro PARCO in 1969.
The exhibition hall consists of four age groups: the "2000s," "1990s," "1980s," and "1970s." The posters and television advertising works that are exhibited are selected by inviting two guest curators for each area in an interview format, and the contents of the interviews are shown at the exhibition hall.

"Models can't just have faces. 1975 AD: Eiko Ishioka C: Takeo Nagasawa P: Noriaki Yokosuka
"Models can't just have faces. 1975 AD: Eiko Ishioka C: Takeo Nagasawa P: Noriaki Yokosuka
"How many hours did you live yesterday?" 1985 AD: Tsuguya Inoue C: Takashi Nakahata P: Tenmei Kano
"How many hours did you live yesterday?" 1985 AD: Tsuguya Inoue C: Takashi Nakahata P: Tenmei Kano

Related articles

2024/02/19
Opened Welpa Urawa, PARCO's second wellness business base
2023/11/29
Awarded "Gold" in PRIDE Index, an indicator for evaluating LGBTQ+ initiatives
Event key visuals for PARCO stores
2023/10/04
ART & CULTURE DAYS in October, a PARCO filled with arts and culture
Upcycled products that make use of the flags used to decorate Tsudanuma PARCO
2023/09/26
The Tsudanuma PARCO upcycle project, an upcycle shop using waste materials from Tsudanuma PARCO was held.
Ms. Jane visited Ishinomaki City, Miyagi Prefecture, which was severely damaged in March 2013, for a reconstruction support concert and performed with the Matsushima Junior High School brass band.
2023/08/08
In memory of Jane Birkin and PARCO
Manager of Shibuya PARCO receiving a certificate at the awards ceremony held in May
2023/05/23
Shibuya PARCO won the 50th Anniversary Special Award at the Japan SC Awards
Appearance of HAB@Kumamoto
2023/04/26
HAB @ Kumamoto opened on April 25, 2023
THINNING POPUP is a limited-time shop with the purpose of providing a fun MARKET place and having people learn about mountain problems. THINNING means "thinning" in English
2023/04/19
Upcycle-themed event "PARCO SUSTAINABLE MONTH" held at Fukuoka PARCO
Closing greeting
2023/03/03
Tsudanuma PARCO held a closing ceremony on February 28, 2023
the Osaka Mayor's Award for 41st Osaka City Landscape Architecture. Award ceremony
2023/02/28
Shinsaibashi PARCO Won Three Awards for Architecture and Sustainability
The main visual is Misaki Tanaka, a popular illustrator from Saitama prefecture.
2022/11/02
Urawa PARCO is being held 15th Festival Ichigosai to commemorate the 15th anniversary of the opening
2022/09/29
Chofu PARCO held Chofu Local Market by PARCO
Transportation Advertising Grand Prix 2022 Station Sign Board Category Best Category Award Trophy
2022/08/26
Advertising visual of Birdland won the best category award in the station signboard category at the Transportation Advertising Grand Prix 2022
2022/06/08
Won the Best Award of the Best Foreign Film Importer-Distributor Award
2022/05/20
Opened Art Figure Gallery 1 / ONE SLASH
2022/04/27
Parco-distributed work wins Academy Awards®
2022/04/27
Shinsaibashi PARCO, Daimaru Shinsaibashi store and J. Front Retailing Co., Ltd. received the Osaka Governor's Award for Climate Change Measures.
2022/02/28
The space design of facilities of Shinsaibashi PARCO won the gold medal at IAUD International Design Award 2021
2022/02/08
The advertising work of Hiroshima PARCO won the Minister of Economy, Trade and Industry Award in the APA Award 2022 Advertising Works category
2021/12/02
Urawa PARCO and Hibarigaoka PARCO receive a letter of appreciation
2021/11/26
Ikebukuro PARCO holds ART IS FREEDOM Autumn to enjoy arts
2021/11/22
Opened Welpa Shinsaibashi on the 10th floor of Shinsaibashi PARCO
2021/10/29
Holding an event Gundam R (Recycling) Campaign to learn about recycling
2021/10/18
PARCO's new culture festival "P.O.N.D." was held!
2021/10/11
Held an event to give thanks to staff who supported PARCO.
“Love Earth, Love Us” main visuals
2021/10/05
Sendai PARCO held an event “Love Earth, Love Us” with the theme of sustainability.
2021/07/28
Contemporary art exhibition spot "PARCO de Museum" opens in Matsumoto PARCO!
The rooftop event Entoichi MARKET
2021/05/17
Held Shizuoka PARCO events full of local colors in regional collaboration during Golden Week
2021/04/14
Opened SkiiMa KICHIJOJI in Kichijoji PARCO
CYCLE POP UP STORE
2021/03/30
Sustainable theme event, FASHION CAMPAIGN "CYCLE" started at Shibuya PARCO
Shinsaibashi Neon Shokudo-gai
2021/03/19
Opend Shinsaibashi PARCO 12th floor Theatas Shinsaibashi and 2nd basement floor Shinsaibashi Neon Shokudo-gai
2021/03/08
Held an exhibition of works by junior and senior high school students at an architecture school on the 9th floor of Shibuya PARCO
2020/11/20
Grand opened Shinsaibashi PARCO
2020/10/22
PARCO's new culture festival "P.O.N.D." is being held
2020/10/16
10 young brands hold runway shows at Asia Fashion Collection
2020/07/07
BOOSTER's project to support sustainable Tanabata ornament efforts
2020/07/01
Paper bag recycling project started at Sapporo PARCO
2020/06/10
WHITE CINE QUINTO and CINE QUINTO participated in the promotional video "Let's meet at the movie theater"
2020/06/01
Sendai PARCO's first remote production and WEB CM "Let's keep moving forward. KEEP GOING!"
2020/06/01
PARCO Theater launches a new project "PARCO STAGE @ ONLINE"
2020/05/20
Successful crowdfunding in cooperation with Shizuoka PARCO, erection of Yoshimoto Imagawa's statue
2020/04/21
BOOSTER Challenge to solve new social issues! Sale of kaleidoscope "REF" to see garbage started
2020/04/17
Parco has partnered with a new educational distribution business for teens, Inspire High
2020/03/02
Ikebukuro PARCO Improve CS & ES
2020/02/18
Supporting young Asian designers by holding “AFC 7th NY Stage”
2020/01/20
Shizuoka-based companies including Shizuoka PARCO start "Shizuoka MIRUI Project" to back up local businesses
Gold Prize, equivalent to a Grand Prix, was awarded the "Takkun Museum" by Takkun
2019/12/16
VR Content Awards NEWVIEW AWARDS 2019 Finalists and other exhibitions will be held at Shibuya PARCO
2019/12/01
Next Generation Human Resource Development by Shibuya PARCO
2019/12/01
Environmentally Conscious Next Generation Building Shibuya PARCO
2019/11/22
Shibuya PARCO opened on November 22nd