Putting all its creative and strategic vision into play, Golden Goose has created the first Golden TV: a space that opens its doors in Milan in via Verri, in the heart of the Montenapoleone district, the city’s luxury shopping district. A combination of technology and digital approach with a strong human and emotional element, the Golden TV kicks off a new analogue and digital experience, which combines Ready-to-Wear collections with new product categories.
On the ground floor, the LAB welcomes customers by emphasizing the Golden Goose craft tradition and co-creation. In this space, Golden Lover can write their own story with the support of skilled artisans ready to transform their dreams and desires into unique creations. The environment combines future and tradition. One of the walls is covered by Distress Machines, a symbol of the treatment to which the sneakers are subjected during the final production phase, projecting the customer directly into the Italian artisan workshops. The ceiling is studded with sneakers: this too, a reference to the original idea of the founders of leaving shoes in the sun to give the sole the iconic yellow color with a vintage look.
Golden TV introduces a new and revolutionary Phygital experience. An immersive journey in which the artisan approach and high-tech interactive activities coexist, providing customers with the opportunity to embark on an unforgettable 360 ° journey.
“Our lovers are looking for things that go beyond artisanal products. What they want is to have an experience related to the purchase and to feel connected to the values and principles of the brand, its tradition and its history. To meet their needs, we want to offer a futuristic experience in selected stores around the world, which we have called Golden TV, in which Golden Lover, thanks to special tools, can create videos, images and much more, all shareable. These are experiences, moments and memories that our customers want to enjoy and share with us ”, says Silvio Campara, CEO of Golden Goose.
Thanks to the new space in Milan, Golden Goose leads the way in the world of content creation, transposed onto the various articles using cutting-edge technologies. The Dream Wall, a new interactive station featuring a 98-inch screen, takes the co-creation process to the next level. Customers have at their disposal a sort of blank canvas on which to digitally design their unique items, choosing from a series of decorations and handwritten messages, and then transforming them into real exclusive creations made together with the artisans of the brand. The co-creation experience is filmed and sent to the user’s device.
To make Golden Lover the real protagonists of their Journey of Love with the brand, Golden Goose has installed in the store the recording station Your Story, Our Story with a LED screen as a background, where visitors can record videos and share them on social networks .
The co-creation experience with the Sneakers Makers takes on a virtual connotation thanks to the cameras installed in the store. “You can buy and customize everything anywhere, but only in Golden Goose can you customize anywhere by giving your creative contribution”, concludes Silvio Campara