Experience-Based Media Installation for Broadcasting “NEWVIEW”’s Creations Experiencing Virtual Arts with XR at Shibuya PARCO Over 25,000 Users Have Visited and Enjoyed New Experiences In Just 1 Month

Since the grand opening of Shibuya PARCO on November 22, 2019, PARCO., LTD. (Headquarter locates at: Shibuya Ward, Tokyo; hereinafter referred to as PARCO) have recorded over 25,000 users visiting the new department store in one month to experience the virtual artworks being deployed throughout the building using XR*.

At present, PARCO is undertaking various efforts to accelerate the development of advanced equipment and improved XR, a new category of technologies that is expected to become the media tool for broadcasting and televising both still and motion graphics in the future. In 2018, in a joint effort with Psychic VR Lab Co., Ltd. and Loftwork Inc., PARCO had launched the “NEWVIEW Project,” intending to discover and nurture the next generation of VR Creators. The “NEWVIEW AWARDS 2018” is a part of the project.
In addition to its various efforts, PARCO has also tie-up with the VR space designer Discont, the winner of the PARCO Prize—a part of the “NEWVIEW AWARDS 2018”—to produce and exhibit new XR artworks, demonstrating the use of new technologies. This tie-up effort led up to the development of “SHIBUYA XR SHOWCASE”—the main exhibition.
At various venues throughout the new Shibuya PARCO department store, PARCO has recorded many users coming to experience the artworks being deployed here. These users include users who are interested in technologies and artistic works, users who are looking to experience VR, families, and users of various ages. In the future, PARCO will continue to develop and deploy new content as an experience-based media installation to provide customers who are coming to the store’s sale booths with added value.
*XR: a general term combining both the definitions of VR (Virtual Reality)/AR (Augmented Reality)

Overview of Implemented Projects

※The details of each exhibition will be specified hereafter ※The actual visitor numbers are calculated based on the gross number of visits


  • Exhibition Overview: The exhibition deploys various 3D creative contents in the form of virtual showcases, which can be experienced using smartphones or AR glasses. The artworks deployed in the exhibition create a new illusion as if they truly exist in the space. For a limited time only, the exhibition also offered visiting users with the opportunity to experience the deployed artworks using provided head-mounted display (Lenovo Mirage Solo).
  • Exhibition Period: Permanent exhibition (AR goggle service concluded on (Sun.) December 22)
  • Number of Users: About 18,000 (AR goggle users: 15,000/AR Smartphones users: 3,000)


  • Exhibition Overview: The exhibition revived the “AKIRA ART WALL” project—once exhibited as a temporary closure during Shibuya PARCO’s renovation—in the form of 3D data. Throughout the four days of the exhibition, users could freely experience the exhibition using the specified AR application.
  • Exhibition Period: from (Fri.) December 13 to (Mon.) December 16, 2019. From 17:00 to 21:00
  • Number of Users: about 750


  • Exhibition Overview: The exhibition offered users the opportunity to experience the artworks developed through the “NEWVIEW Project”—a project intended to discover and nurture the next generation of VR space creators and designers.
  • Exhibition Period: NEWVIEW EXHIBITION: from (Sat.) December 14 to (Sun.) December 22, 2019
    NEWVIEW STAND: from (Fri.) November 22 to (Sun.) December 22, 2019
  • Number of Users: About 6500 (Visitors to the NEWVIEW EXHIBITION: 5,000/Visitors to the NEWVIEW STAND: 1,500)

Detailed Information

Experience-based Media Installation “SHIBUYA XR SHOWCASE” (https://shibuya.parco.jp/page/xr/)

“SHIBUYA XR SHOWCASE”—an “Experience-based Media Installation” developed for broadcasting ART/CULTURE/FASHION content under the form of spatial graphics—utilizes XR technologies to create virtual showcases, bringing 3D creative contents developed on computers to life. At the exhibition, users can experience the deployed artworks as if they truly exist using smartphones or AR glasses.
On Shibuya PARCO’s grand opening, the installation “World’s end supernova”—an installation designed by the VR space designer Discont—was deployed at the department store’s atrium on the 5th floor. In addition, the artwork “#califSHIBUYA” designed by the graphic artist “Stereo Tennis” in collaboration with “Calif,” an apparel brand whose shop also established on Shibuya PARCO’s 5th floor, is also deployed at the floor’s outdoor passage.

World’s end supernova: Discont

Without using any physical equipment for support, the installation takes on the challenge of captivating the visitors’ attention with just its developed virtual content deployed throughout an empty atrium. The scene of many users probing around an empty space while wearing head-mounted displays, indeed, captured the attention of many curious visitors and invited many more users, regardless of age and gender, to join in this new experience.

#califSHIBUYA: calif × Stereo Tennis

By scanning the specified AR markers located on the center of the wall art with their devices, users can easily experience a virtual space filled with objects popping out from the drawn art. It’s not an exaggeration to say that the exhibition is one of the department store’s virtual photo spots.
The spectacle of many 3D objects filling out an empty space is indeed a treat to the eye, capturing the attention of many curious visitors.

The artworks are also deployed at Fukuoka PARCO

Many AR artworks can be deployed easily at different locations by installing the markers used for calling the contents at the point of interest. Using this characteristic, PARCO has also deployed the exhibitions launched at Shibuya PARCO at Fukuoka PARCO.
*XR SHOWCASE—FUKUOKA TOUR—: https://fukuoka.parco.jp/pnews/detail/?id=5319

“AKIRA ART OF WALL—INVISIBLE ART IN PUBLIC—,” A Digital Archive of a Cultural Asset

“AKIRA ART WALL” is an art project which was once used as the temporary enclosure for Shibuya PARCO’s renovation operation which lasted for three years until November 2019. Through the digital public art exhibition “AKIRA ART OF WALL—INVISIBLE ART IN PUBLIC—,” using dedicated smartphone applications, users can catch a glimpse of the once exhibited “AKIRA ART WALL.” In addition to the exhibition “AKIRA ART OF WALL” which was held within Shibuya PARCO, the exhibition “AKIRA ART OF WALL—INVISLBE ART IN PUBLIC—” was held for four days, from December 13 to December 16, 2019.
Together with the exhibition held within the store, “AKIRA ART OF WALL—INVISIBLE ART IN PUBLIC—” had left a deep impression in addition to a longing feeling for the AKI ART WALL in visitors.

In cooperation with:
渋谷エンタメテック推進プロジェクト (“Shibuya Entertainment × Technologies Promotion PROJECT”)
Psychic VR Lab Co., Ltd.

“NEWVIEW EXHIBITION 2019—DIFFUSION—,” Bringing New 3-Dimensional Expressions To The Stage

The exhibition “NEWVIEW EXHIBITION—DIFFUSION—” was launched to give users an opportunity to experience the 25 artworks which made into the finalist list of the “NEWVIEW AWARDS 2019” using VR goggles. Furthermore, the exhibition served as the stage for the “NEWVIEW AWARDS 2019” ‘s award ceremony. This year, the Gold Prize—the grand prize of the “NEWVIEW AWARDS 2019”—went to Takkun (Kindergartner)’s “Takkun Museum,” an artwork that recorded the growth of a young child, a future creator. In addition to the Gold Prize, Silver Prizes and five other artworks which have been awarded various prizes were also announced.

The “NEWVIEW AWARDS” was first launched as a part of the “NEWVIEW” project—an experimental/community project launched in January 2018 to pioneer new forms of creative expressions and methods for designing new experiences in the three-dimensional space—in 2018. The VR space designer Discont, the first winner of the PARCO Prize, later collaborated with PARCO to design “World’s end supernova,” a permanent installation currently being deployed at Shibuya PARCO.

The second “NEWVIEW AWARDS” held in 2019 had gathered 145 entries from 8 countries, 25 of which was chosen into the finalist list.

A New Collaboration With Ono Natsuki—The Winner Of The Second PARCO Prize—Is Under Way

Similar to Discont who has won the first PARCO Prize, with her artwork “ne.mui” which explored the boundaries within unconsciousness, Ono Natsuki—The winner of the second PARCO Prize, a part of the “NEWVIEW AWARDS 2019”—was awarded the rights to develop and exhibit her artwork at Shibuya PARCO. A new artwork, born from this new collaboration, will soon be available at Shibuya PARCO.

■Platform: STYLY (Psychic VR Lab Co., Ltd.)

The XR Creative Platform “STYLY” is chosen as the main platform for developing, publishing, and broadcasting artworks developed by artists for each exhibition.

■Contact Information

For inquiries or consultation regarding interviews: Public Relations/IR Department: Yoshida (03-3477-5710)
For inquiries regarding XR-related projects and efforts: Group Digital Promotion Division/Head of Digital Promotion Division: Ando (03-3477-5218/ando-toshi@parco.jp)
Psychic VR Lab Co., Ltd.
For inquiries regarding the XR Creative Platform “STYLY”: Watanabe (info@psychic-vr-lab.com)