A pop-up shop themed around fashion in 2037, 20 years from now, called "2037 Tokyo Collection - TOKYO Kaihoku x PARCO -" will be open from April 5th to 18th at Center Park/TOKYO Kaihoku on the second floor of Isetan Shinjuku Main Store.

This pop-up shop is the result of a collaboration between TOKYO Kaihoku, which was founded in 2013, and PARCO. Produced by fashion director Yamaguchi Sota, it proposes a new shopping experience, defining it as "an era in which the 'real world' and the 'virtual world' have equal value."

The venue will feature a wide variety of items created around the theme of "time." ANREALAGE will be showcasing a variety of innovative designs, including a trench coat that can be viewed in a virtual reality (VR) space, showing the coat in its "past" state while in the making, or in its "future" state after continued wear, and a resin series of items that includes a direct mail copy of the legendary 2006 Spring/Summer collection "Butter," held at Tokyo Tower, allowing viewers to enjoy the show in a linked VR space.

In addition, artist mographixx has designed an other-dimensional urban space called "TOKYO" in VR for the pop-up shop. 3DCG inspired by actual buildings from the past and future of Shinjuku and Shibuya has been incorporated into the platform "STYLY," which can be experienced through a smartphone app. Other participating brands include Orphe, Tetsuya Yamamoto's VICE VERSA, Musashino Sewing, KAGARI YUSUKE, nir, ruten by chinami, NuQ, TOMATO, magma, Inio Asano, and 2037 (Akira Irie). A pop-up shop with the same title will also be open at BY PARCO in Aoyama from April 7th to 19th.