Golden TV is the new store in Milan that celebrates 20 years of the brand

[On the cover: Co-creation counter]

Tradition and future meet in the new Golden Goose retail concept store in Via Verri in Milan, to create a phygital experience, which has now become indispensable. On the ground floor is the LAB that celebrates the artisan tradition of the product, first and foremost the sneaker, where customers participate in co-creation with the support of skilled craftsmen. One of the walls is covered with Distress Machines, a symbol of the treatment the sneakers are subjected to during the final phase of production. The ceiling is studded with sneakers, a reference to the founders’ original idea of leaving the shoes in the sun to give the sole a yellow colour with a vintage look. In the LAB, visitors also have the chance to admire special items created exclusively for the store, as well as a unique collection of six made-to-order leather jackets embellished with painted flowers, patches, and hand-applied studs. The process of creating the jackets is also told in a video projected in the Golden Room, covered in embossed sheet metal with a gold-plated finish. The Dream Wall, on the other hand, is a new interactive station with a 98-inch screen, which takes the co-creation process to the next level. Customers have at their disposal a sort of blank canvas on which to digitally design their own unique items, choosing from a series of decorations and handwritten messages, and then transforming them into real-life personalised creations. The co-creation experience is filmed and sent to the user’s device.

To make Golden Lovers the real stars of their ‘Journey of Love’ with the brand, Golden Goose has installed in the store the recording station ‘Your Story, Our Story’ with a LED screen as a background, where visitors can record videos and share them on social networks. You go down a floor and enter the basement, covered with mirrors, which houses the recently introduced Star collection, as well as a wide range of sneakers and accessories. The shop windows are also innovative with a sequence of luminous writings. In short, a new experience awaits the visitor in the 465 square-metre store, celebrating 20 years of the Venetian brand.