In 2022, Golden Goose unveiled its first co-action initiative – the Forward Store. After opening its doors on Via Cusani in Milan, the brand now brings its Forward Store to the United States, in the well-known Soho district, and to the United Arab Emirates, in Dubai in the Mall of the Emirates.
This strategy aims to lengthen the life cycle of products by extending their lifespan through four cornerstones: Repair, Remake, Resell and Recycle.
"For more than two decades, Golden Goose has been committed to promoting its tradition of craftsmanship and supporting those dedicated to these crafts-from artisans to tailors, local artists and many others. Co-action between Golden Goose artisans and customers will become a key element in this mission. From sustainability to responsibility. From co-creation to co-action," said Silvio Campara, CEO, Golden Goose.
"Remake" is a new interactive customization experience that allows customers to design their own unique products together with artisans who can help refurbish their items, which the company calls "Dream Makers."
Through it, customers can choose from a wide range of decorations and finishes to be applied to new and non-new items. They can also choose from various treatments, such as distressed effect, apply embroidery, messages or handmade designs, to create exclusive items. As for sneakers, customers can apply tie-dye effect, multifoxing on the sole, or can choose a message or design to be handmade on the shoes with tattoo or airbrush technique.
Within these stores, there is also a physical platform for "Reselling" selected Golden Goose signature pieces, ensuring a direct transaction between buyer and seller. Customers' sneakers and leather jackets are displayed in a dedicated area of the store, ready to find another owner to embark on a new journey with.
Golden Goose has also installed two "Recycling" baskets in the stores where each visitor can leave any used products they no longer wish to keep, ensuring that these products and materials are reused.
New York's Forward Store in Soho measures 520 sq. meters spread over two floors, reaching four times the original floor area of an earlier Broome Street store.
On the basement level, the store offers a tribute to the Forward Agenda, the brand's sustainable vision.
The new store has rough concrete floors, iron pillars, and wooden shelves that create an imperfect atmosphere. The brand's souvenirs, collected during research trips around the world and arranged within this floor, lend warmth and familiarity to the space. In this area dedicated to cobbler and tailoring, the brand pays homage to both American culture and the art of Made in Italy.
On the second floor is the Lab, which combines a futuristic look with Golden Goose's typical artisanal approach. In this space, fans of the brand can transform their products into true one-of-a-kind pieces by digitally designing them thanks to the Dream Wall, an interactive station equipped with an 86-inch screen, a kind of blank canvas on which customers can express their creativity.
Toward the back, the Concrete Cube, a tribute to the brand's industrial origins, is located in the center. The design combines the rough concrete walls of the exterior with the mirrored effect of the interior, creating a futuristic effect that highlights the wide selection of sneakers.
The Dubai store measures 450 sq. meters, and is reminiscent of the brand's first location in Marghera, Venice, one of Italy's most important industrial and commercial ports. Its style mirrors that of the New York space.