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. Shibuya Parco, Ikebukuro PARCO Public Recording Report

Photo: Ruka Kashiwagi

Edit & Text: Yoshiko Kurata

Memories with Ikebukuro PARCO

At Ikebukuro PARCO Main Building M2F "HIS The ROOM of journey IKEBUKURO", a public recording event was held by a tie-up with J-WAVE "START LINE", where Mira Hasegawa serves as MC. Before the start of the event, Kaera Kimura appeared in front of many fans who were still excited. This summer, he has just appeared on "SHIBUYA PARCO x KAELA KIMURA 20th ANNIVERSARY SPECIAL LIVE". Including the advertisements she appeared, the creative director Michihiko Yanai, who has been involved in numerous productions of Parco since 2001, and Hiroshi Kusakari of the Parco Advertising Department, who has been involved in advertising production for many years, follow the trajectory of past advertising in a homey atmosphere.

First of all, a commercial for the opening of “P’ PARCO” in Ikebukuro, which celebrates its 30th anniversary this year, was screened in 1994. The famous song by Schadaraper released in the same year, "Tonight's Bukyback" was a luxurious commercial featuring himself and Kenji Ozawa on BGM. "At that time, it was just the year when the word 'Shibuya-kei' was born, and so-called music fans were not listeners but players, and they produced and released music. From there, Schadaraper and Ozawa were born. Anyway, Shibuya in the 1990s was very special, and it was a city where there were so many record shops that were in Guinness and there was a lot of passion for music," says Kusakari.

The point of contact between Caera and Parco has been since high school. "It was a longing place. Although it was the first store for Parco, I felt a reluctant image, but there was a special feeling because it was a little deeper from the station. After all, I had a brand I like, such as hysteric glammer, so I have memories of grabbing the money I earned through a part-time job and coming to Ikebukuro PARCO every day for 30 minutes by bicycle, "he said with a smile.

Kaela Kimura

Mira Hasegawa / mowing grass

Behind the production of PARCO SAYS in 2005

Kaera first appeared in such a parko advertisement in 2005 was PARCO SAYS, designed by Michihiko Yanai in 2005. As the listener commented, "The pink coat shouting with a guitar, and the cut-off Caera-chan was the most shocking thing that came to mind with Parco and Caera-chan," said the listener, "strong, insensitive, weak and delicate," "Okay, straight straight as it is," expresses emotions that can be sympathetic even now.

"To literally, it means" Parco says ", but it's not just an inorganic building, but I'm near everyone and talk variously, and I made it with the desire to be such a place. By the way, "PARCO SAYS" was handwritten by Lily Frankie. For the balloons around you, I thought about words that Kaella himself thought so, but indeed, did you decide in consultation with Kaella at the end?" Mr. Caerra said to Mr. Yanai, "Yes. Looking back now, it may have been a very lively attitude, but I remember talking honestly that I would say this if I was myself. There are lots of wonderful words even now, "said the same period CM produced by Koichiro Tsujikawa's direction. As the audience shouted "cute" involuntarily by Caera, who has an innocent expression as it is now, "I shot a commercial running through a tunnel on a moped motorcycle." I was shooting while riding a moped motorcycle many times to match various cuts, so I remember it was a very thrilling shot. "

Kaera Kimura / Michihiko Yanai

Always move forward to the future with the core

After that, I also introduced "Last Dance_", an advertisement created when I was temporarily closed for the reopening of Shibuya Parco in 2016. The appearance of an artist with a connection to Parco became a hot topic, and you can see Mr. Caera's adult expression different from "PARCO SAYS". "Actually, this shooting is not a CG, but a single shot," Kaera said with a surprise expression, "Yes. But I really remember that this was the moment I took this picture, "he recalls the time.
Mr. Kusakari looks back on his thoughts in "Last Dance_". "When commercial facilities are temporarily closed, we usually have to close sales, but we launched a large-scale campaign in the sense that we will come back again. It's over at once, but everyone dances happily, closes the curtain, and returns in a new form when the curtain rises again. I made it with a concept like such an intermission. It's not just the past, but the future."
As urban development progressed, Mira Hasegawa felt even more lonely at Shibuya Parco's temporary closure. In 2022, he appeared in Ikebukuro PARCO's advertising campaign "THINK to a Sustainable fashion", and he said that Parco has deep memories both public and private. Through this talk, I will focus on Parco's stance of updating each era, centered on the core, as well as the activities of the two creators. When I asked Caera, who has been celebrating its 20th anniversary this year, what he had valued in his creation, he returned a straight answer.
"From the time of my debut, I have decided on the core that will not be washed away by the times. Believe in what you like and feel good. It hasn't been broken since the beginning."
In addition, Introducing the advertisement "SPECIAL IN YOU" by Mr. Yanai, featuring young talents of various genres. In the latest "SPECIAL IN YOU", Parco's stance that always leads the cutting edge of the times, such as the appearance of the VTuber "Hoshimachi Suisei", says Kusakari, "Since its founding, we are trying to hook up not only new talent but also technology. It's often said that they use great people, but Parco continues with a desire for the future to express their talents honestly."
"What Parco is doing is not old at all," said Yanai, who has been watching around for many years. It's a rare entity that draws universal and the cutting edge at the same time. I think it also serves as an incubation for nurturing young talents. If you want to gather together, it's like a park where you can easily gather like today. Or, Mr. Kusakari smiled, saying with a smile, "Is it important to know who gathers in the park?" I think that if attractive people come together, it will continue to be a natural and attractive place. That means not only those who appear in advertisements, but also those who come. I would be happy if you could continue to find your favorite Parco in the future. "

2 / 2