GOLDEN GOOSE VERRI
FLAGSHIP
MILAN

LOCATION Milan, Italy

CLIENT GOLDEN GOOSE

YEAR 2021

STATUS Completed

ACTIVITIES Executive Design, Project Management

In Via Verri, Golden Goose places itself in the heart of the Fashion District together with the most luxurious brands in the industry. The store once hosted the brand of Alexander McQueen, which is something that GG chooses to respect and celebrate by keeping the staircase that served to the previous tenant as it is, to honor the designer.

Each room in the store is conceived differently, according to the product it displays. The materials change drastically from the first room “LAB”, where the white pure and bright materials accompany the process of the Dreammakers that personalize the sneakers according to the request of the user. The characteristic “sneaker ceiling” puts a very stylish roof over the users’ heads with real sneakers hanging, while also recalling the method they have used for distressing the shoes by hanging them under the Venice sun.

The connection room or “Theatre” with its shiny and golden materials that contrast with dark wood shelves, displays the colorful accessories and bags, including a large screen that allows the customer a very technological shopping experience.

The back room or “Concrete Room” is destined mostly to the Ready To Wear products, fashionable clothes that contrast with the roughness of the cement in the walls and the old-style parquet.

In the back of the main room, the characteristic “bottega” or artisan room, presents a completely different concept, with a more antique approach and lots of wood as in the old artisans’ workshops.

The facade materials remain untouched, as part of a historical building in the core of Milan, while the shop windows present screens, record area and video walls to prove the brand’s premise that technology is here to stay.