Vivaia is officially in France. The women’s shoe brand has launched its first pop-up in Europe with the inaugural store in Paris. Located beneath the the Louvre Museum, the brand aims to grow its audience by attracting new customers while capitalizing on crowds from the Paris Olympics.

“With tourists from all over visiting the Olympic Games, we expect the event to significantly boost foot traffic at our pop-up store. Events of this scale traditionally attract large crowds, offering an excellent opportunity for increased brand exposure and customer engagement,” explained regional director of operations Lexie Chan. “Unlike New York, where our brand already has a strong presence, the Olympic venue provides a unique chance to connect with a diverse, global audience within a concentrated period.”

Vivaia opened its first physical pop-up in New York’s SoHo neighborhood in October 2023.

“Europe accounts for approximately 25% of our revenue, making it a key market for us. We chose Paris for our first European store because it is the fashion capital, making it an ideal location to showcase our brand,” added Chan.

Inside the store visitors will find a range of product including boots, flats, heels, loafers, sneakers, socks, as well as handbags. Shoppers are encouraged to participate in the store’s on-site shoe trial where they can post an Instagram check-in with a designated hashtag to receive a card holder.

The location is themed around fashion and sustainability, with its interior design incorporating wooden materials such as a tree-shaped wooden structure symbolizing vitality and the power of nature grows, showcasing products on its branches and display shelves.

The pop-up will be open for six months and is located at Carrousel du Louvre, 99 Rue de Rivoli, 75001 Paris.

In addition, Vivaia is celebrating the 2024 Summer Olympics with the launch of its limited-edition Paris Games footwear collection. The red, white and blue line features the Kara platform sandal, Aria 5 ballet flat, Margot Mary Jane and the neutral Tamia 2.0 ballet flat, with some silhouettes adorned with “oui” as a nod to the host city.