A PR representative reports from the VIVAIA 2026 SS Collection Presentation. Behind the scenes of spatial design and PR strategy that convey the brand’s evolution through “experience” | We went

Hello. I am Inoue from the Influencer Marketing Department at SUNNY SIDE UP.
While the calendar says spring has only just arrived, the world of fashion is already fully immersed in the next “Spring/Summer” season.

On a certain day in February, SUNNY SIDE UP handled the total PR for the global lifestyle brand “VIVAIA” and their 2026 Spring/Summer (SS) Collection Presentation, covering everything from strategic planning and venue selection to spatial direction and media/influencer invitations.

Here is a report on the two-day presentation held at a venue in Kitasando, where natural light poured into the space.

VIVAIA’s Functionality: Supporting Your Lifestyle

The relationship between SUNNY SIDE UP and VIVAIA has continued since the 2025 Autumn/Winter collection.

As I have interacted with the brand through my work, what consistently surprises me is its high level of functionality.

A major characteristic of VIVAIA is, above all, the “wearing comfort.” VIVAIA shoes, which prevent fatigue even on days spent walking around for interviews or managing events, are a reliable ally for busy business professionals.

Furthermore, some products are machine washable.

For parents like myself, the convenience of being able to wear them without worrying about dirt at places like parks is a highly attractive point that truly complements one’s lifestyle.

Keywords for 2026SS: “Slim Sneakers” and “Butter Yellow”

The stars of this collection were “Carol” and “Ayla,” evolved models of the Sneakerina series that garnered a significant response last autumn/winter.

From left: Carol, Ayla.

These updates adopt the “slim sneaker” silhouette—a trend for 2026SS—and feature enhanced cushioning. Additionally, color variations that make the most of the soft luster of satin materials, including the key color “Butter Yellow,” brightened the venue.

A Walk-through Format to Convey Brand “Evolution”

In this presentation, an important request we received from our client, VIVAIA, was “to clearly communicate the evolution of the footwear.”

Taking that intention into account, we proposed a
“walk-through format” where guests follow a specific route, rather than a traditional exhibition style.

From the brand’s journey so far to the functional evolution in this 2026SS collection, we designed a flow that allowed guests to deeply understand the “current position” and “deepening” of the VIVAIA brand as a story by following the panel displays and product samples in order.

Spatial Design Themed Around a “Resort” to Experience with the Five Senses

In addition, in line with the SS collection and the rollout of new sandals, we set the space theme to evoke the comfortable ambience of a “Southeast Asian resort hotel.”

We paid particular attention to the corner where guests could experience VIVAIA’s strength, “water repellency,” up close. We set up a demonstration space within decorations reminiscent of a resort poolside, visually presenting its functionality—including the fact that they are washable—in an easy-to-understand way. We aimed to express the appeal of the products from multiple angles within a space filled with natural light and the scent of fresh flowers.

By embodying the world of this SS collection as a physical space through decorations such as fresh flowers, we ensured a design that allowed guests to enjoy the stay itself.

Feedback from Media and Influencers

This presentation was held in two parts: the first day for the media and the second day for influencers.

Thanks to the thorough explanations provided through the walk-through format, we received positive feedback from many media outlets regarding the brand’s stance and functional evolution.

Marina Chan, Co-founder of VIVAIA and Head of Footwear Product Department

Additionally, the resort-like space helped spread the brand’s seasonal Spring/Summer image across social media.

In Closing

This project was not merely about creating a place to unveil new products, but a challenge to accurately convey the balance between VIVAIA’s functionality and fashionability, as well as its evolution as a brand.

SUNNY SIDE UP will continue to transform our clients’ visions into “experiences” and create communication that reaches deep into the hearts of the target audience.

What can be achieved through the power of communication? We welcome consultations starting from such questions. Please feel free to contact us using the “CONTACT” button below.