Golden Goose arrives at Selfridges Corner Shop with an action-packed takeover

Golden Goose is packing in a lot of excitement and features to its new London pop-up store with the Italian footwear brand having just unveiled its exclusive takeover of The Corner Shop at Selfridges.

Ahead of opening of its first London standalone store on Mount Street later this year, a taster of things to come can be seen until 12 April with the “one-of-a-kind” pop-up.

With a focus on “co-creation and shared moments”, the brand has transformed the temporary space into an “intimate, Italy-infused… archive of dreams”.

Drawing inspiration from the brand’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’. Here, clients 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”.

But of course, product is key and the Corner Shop installation features a rotating focus each week, offering an “ever-evolving selection” of ready-to-wear, boots, bags & accessories and sneakers, including limited-edition and archive pieces. Here, the “standout highlight” is the global preview of the True-Star sneaker – the brand’s most anticipated release – available exclusively in the space.

Next to the Co-Creation space, Golden Goose has also unveiled its ‘Con Amore’ corner, where “every moment becomes a gesture of love”. Inspired by Italy’s floral shops, the area offers personalised gift wrapping, curated ribbons, and decorative bows – “elevating gifting into an art form”. It also provides visitors with coffee, sweet treats, and fresh flowers, “inviting them to pause and connect”.

Every week, Golden Goose will also hosts a series of immersive Co-Creation workshops. Customers can personalise their Marathon Sneakers with exclusive design options, such as changing the label tab; add a retro twist with keychains, laces, and charms on the Forty2 Sneakers; enhance their sneakers and nails with crystal embellishments; and express their creativity by personalising archive products with tattoo-inspired artwork.

Golden Goose CEO Silvio Campara talked of bringing its “craftsmanship and heritage to such an iconic space”, noting: “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.” 

He also said the pop-up “marks a key milestone in Golden Goose’s expansion in the UK… 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.”