Shibuya PARCO Promotes Diverse Lifestyles, Moving Forward in Collaboration with the Shibuya District

As one of the world's most notable districts, Tokyo's Shibuya blends various values and cultures, making it a dynamic and distinctive area. As a unique cultural hub, Shibuya's development has garnered increasing expectations. Shibuya PARCO, which opened in 1973, has consistently upheld three social missions: 'incubation,' 'community building,' and 'information dissemination.' Through mutual inspiration and influence with the Shibuya district, it has contributed to the district's development. In November 2019, the newly rebuilt Shibuya PARCO further embodied these three missions, aiming to become a one-of-a-kind 'next-generation commercial facility' that communicates to the world. It is dedicated not only to offering consumers new lifestyles but also to actively disseminating information on culture and the arts.

This autumn, to provide urban dwellers with fresh elements, Shibuya PARCO opened the outdoor brand zone 'PARCO OUTDOOR PARK' and also hosted 'SHIBUYA PARCO ART WEEK' and the cultural festival 'P.O.N.D.'

The Birth of a New Outdoor Brand Zone – Shibuya PARCO's New Proposal: 'Urban Outdoor Space'

With changes in modern lifestyles, the outdoor sports market has further grown. Capturing this trend, Shibuya PARCO renovated about half of the area on the 5th floor. On September 10, 2021, the new outdoor brand zone 'PARCO OUTDOOR PARK' officially opened for business. On the first day, more than 100 customers queued eagerly before opening, creating a lively atmosphere that drew positive reviews from shoppers.

This outdoor brand zone features six new brand stores and two pop-up shop spaces. Leading the lineup are the concept store of the Danish popular outdoor brand NORDISK, which has over 100 years of history, and the direct-operated store of the long-established Japanese outdoor brand ogawa, founded in 1914. Alongside these, a variety of independent brands that blend functionality and design are gathered together. From camping equipment such as tents to everyday casual wear, the zone offers high-quality items suitable for a wide range of life scenarios.

Additionally, trendsetting outdoor-related brands like L.L.Bean, POLeR TOKYO, and RED WING SHOE STORE will appear in rotation in the pop-up area. It has been announced that future events combining food, music, and shopping will be held on the rooftop plaza. Beyond creating new unique value for urban outdoor styles, Shibuya PARCO also contributes to building an attractive district.

An Art-Filled 'ART WEEK' Held at Shibuya PARCO!

From September 17 to October 3, 2021, over 17 days, Shibuya PARCO successfully hosted the special exhibition 'SHIBUYA PARCO ART WEEK 2021,' themed around enjoying an artistic autumn. In addition to exhibitions of diverse themes and distinctive works held across 12 art spaces within the building, brand stores in the facility also actively participated by presenting art-themed displays and selling related merchandise.

Beyond the exhibitions by French artist Jean Jullien, who designed the main visual for 'ART WEEK,' held at 'NANZUKA 2 G' on the 2nd floor and 'PARCO MUSEUM TOKYO' on the 4th floor, the 'WHITE CINE QUINTO' on the 8th floor publicly screened a precious documentary about Martin Margiela. On the same floor, 'Hobonichi' hosted an experiential exhibition titled '#Kawashima Hotel#' set in a scenario where popular comedian Kawashima Akira of the comedy duo 'Kirin' became the hotel's general manager.

During the period, many exhibitions by photographers and illustrators, as well as collaborations between brands and artists, took place. For example, PORTER EXCHANGE and Rollbahn partnered with artists to release limited-edition collaborative merchandise. Throughout the 'ART WEEK' event, the vibrant and engaging activities at Shibuya PARCO were non-stop.

'SHIBUYA PARCO ART WEEK 2021' not only provided a place for visiting customers to experience art firsthand but also fulfilled the social mission of information dissemination by proposing new lifestyles.

Cultural Festival 'P.O.N.D.' – Encountering an Unknown World at PARCO

Additionally, from October 8 to October 17, 2021, Shibuya PARCO, in collaboration with up-and-coming creators from different industries such as art, fashion, music, and food, successfully held the cultural festival 'P.O.N.D.'

The predecessor of 'P.O.N.D.' was the 'Shibuya Culture Festival' that began in 2011. 'P.O.N.D.' stands for 'Parco Opens New Dimension,' reflecting PARCO's hope to turn this event into a cultural festival that opens up new dimensions.

This year's main venue, 'PARCO MUSEUM TOKYO,' transcended boundaries between artistic genres. Creators engaged in various creative activities around the theme 'TRANSFER.' Additionally, there were digital art exhibitions, live streams blending fashion, music, and art with overseas cultures, and more. The cultural festival gathered over 70 creative groups, transforming the entire Shibuya PARCO into a gateway to an 'unknown world' with their energetic works.

In recent years, the way people engage with culture has changed dramatically. Situated in the ever-evolving Shibuya district, Shibuya PARCO not only brings vibrant cultural activities to every culture enthusiast but also persistently discovers and supports new talent, developing together with the Shibuya district.

Among the many commercial facilities in Shibuya, Shibuya PARCO has always been a unique presence. Moving forward, Shibuya PARCO will continue to uphold its three social missions—'incubation,' 'community building,' and 'information dissemination'—while aiming to further develop as a one-of-a-kind 'next-generation commercial facility.'