Golden Goose joins Selfridges Corner Shop with ‘Archive of Dreams’ pop-up

Luxury Italian sneaker brand Golden Goose, which also offers apparel and accessories, has launched a new pop-up space at The Corner Shop in Selfridges, London – ahead of its flagship UK store launch on Mount Street later this year.

Under the theme of ‘Archive of Dreams’, and running until 12 April 2025, an exclusive evening event will be held on 13 March to celebrate the launch with "music, community and special experiences".

The Corner Shop is Selfridges’ ever changing pop-up space for new launches and it has been transformed into an intimate, Italy-infused space drawing inspiration from the Golden Goose’s Venetian headquarters and artisanal heritage.

The design blends vintage aesthetics with contemporary craftsmanship, featuring salvaged wood walls and furnishings alongside archival souvenirs.

At the heart of the pop-up, a vintage table hosts ‘Co-Creation’, a one-to-one personalisation experience with Golden Goose 'Dream Makers'. Customers can personalise their favourite pieces with patches, charms, pins, brooches, crystals, studs and other embellishments.

Additional artisanal treatments, such as distressing, embroidery, and hand-painted designs, ensure each item is one of a kind, "becoming a unique expression of individuality".

Next to the Co-Creation space is the ‘Con Amore’ corner, "where every moment becomes a gesture of love". Inspired by Italy’s charming floral shops, the area offers personalised gift wrapping, curated ribbons, and decorative bows – "elevating gifting into an art form". The Con Amore corner also offers visitors coffee, sweet treats and fresh flowers.

Golden Goose CEO, Silvio Campara, said: "We’re thrilled to bring our craftsmanship and heritage to such an iconic space. This pop-up offers a unique opportunity to connect with the Selfridges community and customers, showcasing our distinct DNA and Co-Creation services.

"It’s more than just a retail space - it’s an immersive journey where artisanal tradition and community unite, placing the client at the heart of every experience."

The Golden Goose Corner Shop takeover will feature a rotating product focus each week, offering an ever-evolving selection of ready-to-wear pieces, boots, bags and other accessories, as well as its renowned sneakers - including limited-edition and archive pieces.

A standout highlight is the ‘True-Star’ sneaker, described as the brand’s most anticipated release, which is available exclusively in the Corner Shop space.

Every week, Golden Goose will also host a series of immersive Co-Creation workshops. Customers will be able to personalise their ‘Marathon’ sneakers with exclusive design options, such as changing the label tab or adding a retro twist with keychains and different laces, as well as adding charms on the ‘Forty2’ sneakers.

Customers will also be able to enhance their sneakers (and nails) with "dazzling" crystal embellishments and express their creativity by personalising archive products with tattoo-inspired artwork.

The pop-up marks a key milestone in Golden Goose’s expansion in the UK. Campara adds: "This is the first step towards a larger presence in the UK, culminating in the highly anticipated opening of our flagship store on Mount Street later this year - a space that will elevate the in-store and Co-Creation experience to new heights."