A new consumption experience that Parco has attempted

At Shibuya Parco, a special collaboration between the live streaming channel "DOMMUNE" and J-WAVE's "TOKYO M.A.D SPIN" was realized for four and a half hours on November 15th.

The event started with a light talk by Naohiro Ukawa and Kan Takagi, the hosts of each program. First of all, as a special project for the 55th anniversary, "HAPPY HOLIDAYS Campaign" was created by Naohiro Ukawa, the best apprentice of Haruomi Hosono, the 88th anniversary of his birth, Keiichi Tanaami and Tanaami, who celebrated his 55th anniversary this year. Photographs of Happiendo YMO, and precious Hosono from his childhood to the present day, explained the historical Mandala visuals that collaged every corner. "It's both a celebration and a requiem," Ugawa thinks about Parco and Tanaami.

And from the advertisement of Ikebukuro PARCO produced by artist Harumi Yamaguchi in 1969, to Shibuya Town Magazine "Bicri House", which had been published by Parco Publishing for nine years since 1974. Looking back on the 1960s and 1970s, Takagi says, "Palco was the first place to try to experience consumption from things to things," he said. "Seiji Tsutsumi, who launched the Saison Group in anticipation of the times when things were too overflowing during the period of high economic growth, advocated 'de-popular culture'. This was Shibuya Parco in 1973 with the attitude of selling information," Ukawa spoke about the background of the times.

The memory of learning culture from Parco and having them play together

After that, while enumerating a number of cultural spots related to Parco, before welcoming guests, the commercial "Yasagretate Adesgata" that Takagi wanted to introduce was screened. The first guest, Imako Koizumi, appeared with a birthday cake, under the two people who were impressed by the visuals created in 1980 by the gorgeous cast of Eiko Ishioka as the art director and Peter Sato as a makeup illustrator. On the day of the recording, it is also Takagi's birthday, so we celebrate with "mede sea bream" cake.

The point of contact between Koizumi and Parco is based on the appearance of works at the Parco Theater, which started with "The Fun Two People" and "No Ouchi". According to the person himself, the impression of Parco that he attended when he was a student was "a place where he grew up to learn about adult culture", and at the "Dennis Hopper Exhibition" held in Shibuya Parco in 1989 He spoke with a smile about his memories of meeting him. Among them, "WAVE" was the place where three people, including the host, went. It is a legendary record shop that led the music scene of the 80s and 90s. Looking back on the many commercials of Parco from the same era, the three people paid special attention to the impressive copy of " PARCO, sensitive to living people," designed by art director Eiko Ishioka in 1972. The child appearing was an essayist/media producer Mio Hani, who worked on the MV of Koizumi's song "Fade Out" (1989), by chance, at the recording site, I showed a surprise expression.

"Park has memories of playing together while touching the culture," says Koizumi recalls those days from various advertising commercials. According to Takagi, who responds to "Palco is like a park," Ugawa added, "The current section on the rooftop of Shibuya Parco is actually used as a park in Shibuya-ku." Mr. Koizumi said, "Actually,"…I'm going to play from the morning in the rooftop park next year," he said with a smile at the end and touched the next guest.

Parco as a media

Keigo Koyamada was invited as the second guest. After the first live video of Cornelius, which performed live on the rooftop of Shibuya Parco, which was reopened in 2019, Koyamada appeared with a cake with Takagi's photo plate. Mr. Koyamada also celebrated the anniversary with the same birth year as Parco 1969.

Koyamada's memories of Parco have since been in junior high school. Since he lived around Shibuya, he often attended from that time, and even after graduating from high school, he worked part-time at Shibuya's Seed Hall, so he was constantly in contact with Shibuya Parco.
His work with PARCO, which has such a connection, includes the opening commercial of the Ikebukuro PARCO Annex “P' PARCO” in 1994, the advertisement appearance of “P' PARCO 1st ANNIVERSARY” commemorating the first anniversary of the following year, and even after 2000, I can't introduce it, such as performing live as a cornea.
"When P' PARCO opened in 1995, it was the first year of the Internet, that is, the era when alternatives began to be absorbed by otaku, and conventional subcultures began to change. Later, in 2014, the flow of the grand opening of "Nico Nico Head Office" in Ikebukuro PARCO is interesting," says Ugawa, who talks about the transition of culture via the Internet from that time to the present. "If you think so, Parco always has a recording studio for DOMMUNE, right? From 1993, there is also "TOKYO FM Shibuya Spanishzaka Studio," says Koyamada, "I always have a passion for broadcasting as much as I want to make the whole city of Shibuya a media rather than conveying it," says Takagi.

After that, in the 1980s, Gary Newman, Chuck Berry, and James Brown were excited by a number of commercials with the edge of Parco, and finally went to DJ Time while playing a video of a collaboration live between Cornelius and DOOMUNE commemorating the 50th anniversary of Shibuya Parco in 2023. On the way, in a homey backstage, like an alumni association, surrounded by two cakes and toasted with champagne.
The fashion brand "Hysteric Grammer" has gained popularity both in Japan and overseas with its own style. They also have stores in Ikebukuro PARCO and Nagoya PARCO, and this year is the anniversary year of the brand's 40th anniversary. Designer Nobuhiko Kitamura played favorite songs such as BIG BANG and K-POP, further enlivened the blessing mood. Koyo Konishi (ex.PIZZICATO FIVE), who has many connections with Parco as a Pichkat Five, including appearing in commercials for "P' PARCO 2nd ANNIVERSARY" and in the Grand Bazaar advertisement in 2001. We ended the night with a play sampled Grand Bazaar commercials, such as going out to the floor from the DJ booth and enjoying it with the audience.

< NEXT >PARCO 55th ANNIVERSARY | In collaboration with FM5 stations, we look back on the history of 55 years with luxurious guests who are related to Parco. Ikebukuro PARCO Public Recording Report