Anniversary Campaign to celebrate the 30th anniversary of Hiroshima PARCO. HOUYHNHNM focuses on the successful event!

Hiroshima PARCO" celebrated its 30th anniversary on Tuesday, September 9. Before,HOUYHNHNM's articleWe would like to take a look back at the campaign to celebrate the anniversary year, which was a great success with numerous exhibits, live performances, and other contents!

First of all, here it is! The "Advertising PARCO 1969 - 2024 PARCO Advertising Exhibition" is the centerpiece of the 30th anniversary campaign. PARCO's catchy and sophisticated advertisements catch the eye when you walk down the street, don't they?

The exhibition will be organized to trace back the history of "PARCO" advertisements to "2000s and after: Art," "1990s: Shibuya," "1980s: Advertising," and "1970s: Prophecy," with a keyword for each period.

On March 17 (Sun.) during the exhibition, a one-day talk event was held with creative director Michihiko Yanai, who worked on the advertisement for the opening of the new Hiroshima PARCO building, and Hiroshima-born photographer Kenji Miura. The event was filled with episodes that could only be heard here, such as the background of the advertisement production and secret stories about the photo shoot. We were also shown valuable presentation materials from that time.

Then came the main event "HIROSHIMA PARCO 30th ANNIVERSARY PARTY" on Wednesday, March 20. The weather outside was unstable, with cold temperatures and rain mixed with sleet, but as you can see, the place was packed with people.

A snapshot of the guests at the event! Not only locals, but also many visitors from overseas, as Hiroshima is home to many sightseeing spots such as the Atomic Bomb Dome and Itsukushima Shrine. We hope you enjoyed the local culture of Hiroshima to the fullest.

When YonYon, a creator born in Seoul and raised in Tokyo, joined the event as a DJ, customers passing by on the main street stopped to watch him play, and the crowd gathered around him. The weather seemed to be on our side as well, creating a congenial mood.

DJ booths also appear throughout the building. A mini flea market where visitors can buy personal belongings of the DJs playing has also been set up, creating a new kind of community space where DJs can share their preferences along with their music selections and personal items.

Food and beverage booths were bustling with a festival-like mood, with toasts being exchanged even in the light of day. Among them, the teppan-yaki plate from the popular Okayama cafe "tree's" was very popular with young and old alike for its generous portions.

Painter YUSEI, who is active nationwide as the leader of the mural project "Wallternatives," participated in the live painting event held in front of the entrance.

The original mural painted just for this event was done on the spot, and both children and adults were glued to the site with a realistic feeling.

In addition, the main live performance at "CLUB QUATTRO," which was the main event of the day, featured the participation of gorgeous artists by SKRYU, SUSHIBOYS, PEAVIS, and TAG DOCK studio.

SUSHIBOYS enlivened the audience with popular songs such as "ROUD," "Duck Boat," and "OMG," and fans were also excited by their customary performance of throwing a duck boat into the audience seats.

SKURYU performed "How many boogie" and "Izakaya" which are popular short videos on Tiktok and other sites. The familiar grooves immediately created a sense of unity among the audience.

This event fully embodied the world view of "PARCO," which connects people with all kinds of culture. It was a rare opportunity for anyone to enjoy the event in a casual, entrance-free environment.

New discoveries and encounters that arise in such a place are also a real pleasure. Hiroshima PARCO" continues to make great strides, and we hope to keep an eye on it in the future.