New innovative
retail concept
Golden Goose, Milano
Golden Goose opened its doors on Milan’s Via Verri with a
new innovative retail concept for the brand and the fashion
world: the Golden TV whose concept kicks off a new phy-
gital path, balancing a high-tech and digital-focused ap-
proach with an emotional, human touch. The store pre-
sents the latest Ready-to-Wear collections, along with
unveiling new product categories and limited-edition
sneakers. Covering a surface of 5,000-square-foot space
on two different levels, the store offers a multifaceted ex-
perience. An artisanal approach and a range of interactive
digital activities co-exist, giving guests the chance to em-
bark on a memorable, immersive journey. The lighting con-
cept has perfected the interplay of architecture design
and brand experience by XAL’s track system MOVE IT
25 S with linear Insets and JUST spots. On the first floor,
the LAB welcomes guests putting the focus on Golden
Goose’s signature artisanal heritage, exclusive craftsman-
ship and co-creation experiences. Here, the brand lovers
can write their own story with the support of skilled arti-
sans, translating their dreams and desires into unique cre-
ations, one of a kind. The space combines a futuristic look
with tradition. A multitude of sneakers hang from the ceil-
ing – a link to the brand’s founders original idea of drying
the shoes in the sunlight to obtain the foxing’s iconic vin-
tage yellow shade. The Golden Room – covered with gal-
vanized almond metal – houses the accessories collec-
tions.
xal.com/accents
55
