Case Study: PARCO Group achieves an XR-powered Shibuya PARCO reopening that drew 25,000 visitors in one month with Microsoft Azure

Using XR for the reopening of Shibuya PARCO: What was the motive behind co-creating new experienced value?

PARCO Co., Ltd., a long‑standing Japanese retailer focused on fashion, art and culture, reopened Shibuya PARCO in 2019 as a next‑generation commercial space. The challenge was to reinvent the physical shopping experience and attract customers by creating new experiential value—supporting creators and differentiating the mall through extended reality (XR) amid shifting customer behaviors.

PARCO partnered with Psychic VR Lab and used Microsoft HoloLens and Azure to deliver XR experiences such as the SHIBUYA XR SHOWCASE and NEWVIEW EXHIBITION, and to build the STYLY platform that democratizes VR creation. The initiative drew 25,000 visitors in the first month, expanded XR programming across other PARCO sites, supported new virtual events during COVID‑19, and accelerated PARCO’s digital transformation and creator ecosystem.

PARCO Group

Naotaka Hayashi

Executive Officer for the CRM Promotion Department and the Digital Promotion Department