For the seventh consecutive year, Golden Goose returns to Forte dei Marmi with a fresh, colorful and distinctly Italian concept: Frutteria Golden. Following the success of its previous seasonal transformations — Pescheria, Bagno, Edicola, Gelateria, Fioreria and Bar Golden, the brand continues to reinterpret its space with creativity, turning the store into a vibrant Italian fruit shop.
Inspired by the charm of traditional Italian fruit stands, the new space welcomes visitors with vintage curtains, wooden crates, handwritten signs and colorful seasonal fruit. At the center, a large table invites guests to discover the collection as if choosing the fruit of the day directly from the market crates.
The experience continues outside, where a wall decorated with strings of chili peppers, fruit and vegetables leads to the dedicated Co-Creation area, the experiential heart of the Golden Goose universe. Here, guided by an exclusive menu inspired by the Frutteria theme, customers can personalize sneakers, ready-to-wear pieces and accessories together with the brand’s Dream Makers. Charms, appliqués, hand-painted details and screen-printed graphics transform each piece into a unique expression of individuality.
Adding to the welcoming atmosphere, a wooden cart hosts a summer smoothie station, designed as an invitation to pause, share and fully enjoy the moment.
Following its debut in Milan, Golden Goose Arts & Crafts now arrives in Forte dei Marmi as part of a global workshop program set to reach some of the world’s leading cities throughout the year. Conceived as an invitation to disconnect from digital noise and rediscover authentic connection through manual, analogue experiences, the initiative is open to all ages and experience levels. In Forte dei Marmi, the brand brings the space to life with weekly creative workshops, including fruit ikebana, sculptural bouquets, textile printing with seasonal fruit, pottery, papier-mâché and more.
The store showcases the latest women’s, men’s and kids’ collections across ready-to-wear, sneakers, accessories and bags. Among the highlights of the season is the new Resort Collection, which interprets the Frutteria theme through striped linen, lightweight cottons, relaxed silhouettes and vivid prints inspired by fruit and flowers. The result is a sophisticated yet effortless wardrobe, perfectly capturing summer through the Golden Goose lens.
