Golden Goose opens its fourth New York City retail store

With blue skies shining through the vast glass-front windows at its corner location in the Meatpacking District, the new Golden Goose store marks a fresh era for the brand in New York City. The comprehensive space uniquely showcases the brand’s core pillars alongside new additions, distinguishing the Manhattan store from its other global locations. FashionNetwork.com spoke with Silvia Merati, CEO of the Americas at Golden Goose, about the latest opening.

To kick off the opening weekend festivities, press and influencers were invited to the space, which was lively and bustling on Thursday afternoon, with celebration events planned into the evening. The brand partnered with the culture-driven social media platform 90s Anxiety to align with its community-forward and edgy values. 

The Meatpacking store offers customization and personalization services, giving the space a workshop atmosphere. Guests silk-screened New York-themed designs onto clothing while others explored the area, soaking in the “hangout-slash-craft center” vibe the store evokes.

According to Merati, the new location aligns with the brand’s ethos. “We chose the Meatpacking area because historically, it was full of handcrafted businesses—people worked with their hands, like the meat butchers here. Then, it became a community. Handcrafted, community, tradition, and innovation are keywords for our brand. It’s also raw and industrial, which is close to our DNA,” she told FashionNetwork.com. The brand is headquartered in Marghera, Venice, Italy. She also noted that being near the Whitney Museum draws artistic-minded foot traffic.

“New York was the first place where we opened a Golden Goose store outside of Italy. We wanted to give something back to New Yorkers for their support,” she added. The brand, originally recognized for fine tailoring and sportswear, rose to global fame after launching its star-motif sneaker in 2007. A partnership with The Carlyle Group from 2017 to 2020 further propelled its growth.

Among the space’s highlights is the brand’s Con Amore concept, which debuted as a shop-in-shop at Selfridges London. Now occupying part of the multi-level, 4,424-square-foot New York store, it offers New York-inspired souvenirs and personalization features. These include shoelaces adorned with Big Apple-themed charms and faux florals for creating bouquets, with plans to host a community floral workshop as part of the opening weekend.

A DJ turntable set up with vinyl records invites visitors to try their hand at spinning music. Coffee and sweet treats, rotated seasonally, will also be available.

At the back of the store, a large rustic wooden worktable anchors the customization wall, where services such as cobbling and remaking are introduced. However, Merati clarified that these services are carried out at the brand’s Golden Goose “Forward” store in Soho, which focuses on sustainability.

Customization occurs in real time at the new location, thanks to Golden Goose Dream Maker Artisans, who work directly with customers on bespoke sneaker designs. Options include the placement of signature stars, Swarovski crystals, hand-painted details, and other creative elements.

For shoppers seeking one-of-a-kind pieces without the wait, the store offers pre-made “Co-Creation” styles. The artisans are specially trained through Golden Goose’s Italian artisan academy.

“They love this creative job because they’re making clients happy with custom designs, offering instant gratification, and collaborating on unique pieces in the moment,” Merati said.

“This is the 2.0 store concept. You can change or remake things—laces, patches, embroidery. You can change the socks, print a T-shirt, and create an outfit. Every piece in the store can be personalized,” she added.

The store also includes ample seating, nostalgic design elements, and an elevated sneaker lounge that invites customers to relax—and shop.

“We want to create a space where our community can disconnect. They can pose for photos, meet others, and have fun. This is not just a retail space—it’s a place where people can spend time together,” Merati said. A company release described the new location as a “community hub, featuring local cultural staples and personalities that capture the grit and glamour of the Big Apple.”

The opening celebrations concluded with a private party at People’s in Greenwich Village, a popular soirée spot in a residential townhouse.