「新世界・といろ」立体変形看板の世界 【といろ(十色)シリーズ】 "Shinsekai Toiro" 3D deformed signboard world [Toiro (10 colors) series]

類をみない立体看板。大阪 新世界を訪れた人なら誰でもがこの看板を見て驚くだろう。この一角が「新世界」といわれ国内外から人気を博する街になっている。
ニューヨークや香港など華やかな屋外広告が彩る都市は多いが、これだけ立体看板が集まるのは世界でも珍しい。

A three-dimensional signboard like no other. Anyone who visits Osaka Shinsekai will be surprised to see this sign. This area is called "Shinsekai" and has become a popular city both at home and abroad. There are many cities such as Newyork and Hong Kong that are decorated with gorgeous outdoor advertisements, but it is rare in the world to have so many three-dimensional signs.

もともとは、食とエンターテイメントの街 道頓堀がこの立体看板で賑わいを見せた街。江戸時代から人形浄瑠璃や歌舞伎、芝居小屋などが集まり、そして大正から昭和にかけてジャズや漫才の聖地として発展してきた。そのため劇場や飲食店が多く、人の集まる地域としてそれぞれの店が競うかのように面白くて斬新な大阪らしいド派手な立体看板が飾られるようになった。

Originally, Dotombori, a city of food and entertainment, was crowded with this three-dimensional signboard. Since the Edo period, Ningyo Joruri, Kabuki, and playhouses have gathered, and from the Taisho era to the Showa era, it has developed as a sacred place for jazz and comics. As a result, there are many theaters and restaurants, and as if each store is competing as an area where people gather, interesting and innovative Osaka-like flashy three-dimensional signs have come to be displayed.

新世界では明治期に内国勧業博覧会が開催され、通天閣や遊園地が開業。それに併せ映画館や見せ物小屋ができ、道頓堀と同様に賑わいの街にしようと看板の派手さを競いあった。
老舗ふぐ料理店「づぼらや」発祥の地もここ新世界。本店のフグの看板は「わかりやすく、面白く」を尊ぶ大阪人の心をつかみ、新世界のシンボルになったが、残念ながら道路法に基づく大阪市の道路占用許可基準から「違法看板」ということで撤去された。ただ、閉店が明らかになった昨年6月、大阪の松井一郎市長は「大阪の名物看板。安全性を担保できるなら、残せる形を考えていきたい」と大阪のシンボルの存続に含みを持たせた発言があった。
In the Shinsekai, the National Industrial Exhibition was held in the Meiji era, and Tsutenkaku and amusement parks opened. Along with that, a movie theater and a freak show were built, and they competed for the flashiness of the signboards to make it a busy city like Dotombori. The birthplace of the long-established Fugu restaurant "Zuboraya" is also here in Shinsekai. The signboard of the blowfish at the head office caught the hearts of Osakans who valued "easy to understand and interesting" and became a symbol of the Shinsekai, but unfortunately it is an "illegal signboard" according to the road occupancy permission standard of Osaka City based on the Road Law. Was removed at. However, in June of last year when it was revealed that the store was closed, Mayor Ichiro Matsui of Osaka said, "Osaka's famous signboard. If you can guarantee safety, I would like to think about a shape that can be left." There was a remark.

新世界は、道頓堀と同様にむかしからの「大阪の顔」。時代が変わっても大阪の誇りとしていつまでも賑わいでほしいものである。

Like Dotombori, the Shinsekai is the "face of Osaka" from long ago. Even if the times change, I hope that Osaka will continue to thrive as a pride.

づぼらやのフグの看板を取り外したあと

リポート&写真/ 渡邉雄二　Reported & Photos by Yuji Watanabe