STARLINK Co., Ltd.
VIVAIA 26SS New Collection Presentation in a Walk-through Format
- 業種：
- 活動期間：
- February 2026 – March 2026
The 26SS new collection presentation for the women’s shoe brand VIVAIA was held over two days, with the first day dedicated to media and the second to influencers. In line with the strategy to enhance branding, this was the brand’s first presentation held at a rented venue. SUNNY SIDE UP proposed the venue design, including exhibits explaining product evolution and fresh flower displays embodying the floral concept. Furthermore, the media presentation was conducted in a walk-through format rather than a traditional presentation style, aiming for detailed product exposure by having media representatives handle the items during the briefing.
背景
● Venue Design Focused on Brand Identity
To convey the brand's commitment to sustainability and the Spring/Summer worldview, fresh flowers and real moss were used in the displays to create a venue where influencers would feel inspired to take photos. In addition to the logo, the panels incorporated floral designs—the theme of the SS collection—resulting in a space that naturally encouraged photography.
施策
アイデア
● Walk-through Style Explanations
To foster interactive communication with the media, a format was adopted where guests could experience product evolution, design, and functionality while moving through the venue.
By allowing guests to handle shoe components and demonstrating water-repellent features with actual water, we ensured that the experience went beyond verbal explanations. This hands-on approach was designed to result in more than just standard articles introducing a new collection.
成果
● Attracted Over Twice the Media and Influencers Compared to the AW Presentation
We successfully invited 27 representatives from 23 media outlets and 35 influencers with a combined following of over 2.7 million, effectively promoting brand awareness.
