EXCLUSIVE: Golden Goose Debuts Retail Concept Centered Around Personalization at New Meatpacking District Flagship in NYC

Golden Goose has landed on the west side of Manhattan with its latest NYC outpost.

Located at 812 Washington Street in the Meatpacking District, the opening marks the company’s fourth physical retail space in the city, with other stores located in SoHo, the Upper East Side and a shop-in-shop inside the Bloomingdale’s 59th Street flagship.

According to the Italian sneaker company, the store features its newest experiential retail concept centered around customization and community. Described by Golden Goose as “more than a retail space,” the company sees the store as an “ever-evolving creative space” and offers the brand’s ready-to-wear and sneaker collections for men and women, sneakers for kids, handbags and accessories, limited edition products and more.

The concept, which was teased at the brand’s pop-up at Selfridges Corner Shop in London this month, is centered around a product personalization area dubbed the Co-Creation Bar, Golden Goose said. This station is offered to allow customers to personalize their Golden Goose pieces with patches, charms, pins, brooches, crystals and studs. Customers can also distress, embroider or hand-paint their items.

The new concept also features the Con Amore Corner, which provides personalized gift-wrapping options as well as coffee, sweet treats and fresh flowers.

What’s more, the Meatpacking store features a music room where curated vinyl records are available on headphones, an “Artisanal Lab” for a one-on-one personalization experience with craftspeople and a bespoke sneaker program.

Silvia Merati, chief executive officer of Americas at Golden Goose, told FN in an exclusive interview that the company felt the Meatpacking District’s industrial heritage “aligns perfectly” to the concept they have created on Washington Street.

“This neighborhood is the perfect place to celebrate our co-creation process, where our clients can see and also interact with our artisan work,” Merati said. “It’s also located right across the street from the High Line Park and the Whitney Museum, which also highlights our brand’s connection to culture and art.”

Indeed, elements of the neighborhood are seen in the store’s design with remnants of the High Line seen throughout the store’s interior, while raw concrete walls are mixed with warm touches from global archival souvenirs and vintage wooden furniture.

Merati noted that the company plans to expand this concept in Europe and Asia. “But for the moment, New York will be the first one,” the Americas CEO said. “We will be measuring our success, not only with the traditional retail KPIs, but also with the time of the people that we spend into the store, as well as through their desire to come back and stay with us again.”

The executive added that the public can get its first glimpse of the concept on March 27, when Golden Goose will celebrate the opening with all-day experience. Hosted along with popular Instagram account @90sAnxiety, the “Dreaming in New York City” event will unfold at the store, where there will be classic city bites from Lucia Alimentari and vinyl beats curated by The Love Club. This in-store event will then be followed by an exclusive party at People’s cocktail bar in Greenwich Village.

The opening comes as the company reported earlier this month that revenues rose 13 percent to 654.6 million euros compared with 587 million euros in 2023. By region, the Americas were up 14 percent, representing 40 percent of the total, while the Europe, Middle East and Africa region showed a 37 percent growth in the year, accounting for 48 percent of the total. Asia Pacific represented 12 percent of the total.

Looking ahead, Merati is looking forward to continued retail expansion in the U.S. along with a new experience on the Upper East Side. While little details were shared, the executive said “something very special” would be coming soon to the neighborhood.

“The only thing I will tell you is we are really thinking super strategically in every single customer touch point,” she admitted. “We want to differentiate the experiences across the city. So, we are working actively towards our next step in that plan.”