Women's shoe brand VI.VA.IA opened its first domestic flagship store in Seoul's Dosan district on March 27th, with NAYEON of TWICE selected as the celebrity partner for the brand's inaugural celebrity event running through April 22nd. The Dosan store transcends a simple retail space, designed as a comprehensive brand experience center where customers can intuitively experience VI.VA.IA's core values of comfort, style, and sustainability. The store features a dedicated photo zone on the 4th floor where visitors can experience the brand atmosphere authentically and take photos, generating expected SNS sharing effects for organic brand expansion. VI.VA.IA has prioritized eco-friendly materials throughout the space, presenting sustainable fashion values in every corner of the location. Through the collaboration with NAYEON, the VI.VA.IA Korea official website now operates a dedicated NAYEON menu and spring campaign page. This flagship store opening marks the brand's significant channel expansion from online-focused operations to offline brand experiences, substantively broadening touchpoints with domestic consumers.