StaffLuxury Italian brand Golden Goose has transformed Selfridges’ iconic Corner Shop into the ‘Archive of Dreams,’ an immersive pop-up experience celebrating Venetian craftsmanship and personalisation.
A Venetian-Inspired Sanctuary
Drawing inspiration from its Venetian heritage, Golden Goose has curated an intimate space adorned with salvaged wood walls and vintage furnishings, reflecting the brand’s artisanal roots. The design seamlessly blends vintage aesthetics with contemporary craftsmanship, offering visitors a nostalgic yet modern ambiance.
Central to the pop-up is the ‘Co-Creation’ experience, where guests collaborate with Golden Goose’s ‘Dream Makers’ to personalise items. Options include adding patches, charms, studs, embroidery, and hand-painted designs, ensuring each piece becomes a unique expression of individuality.
The notable guests that attended the launch were Phoebe Torrance, Mecia Simson, Holly Scarfone, Odudu, Sarah Kate Bryant, Sebastian Konrad, Silvio Campara, Charlie Chiu, Joe Hagan, Abdel R. Abdulai, Lyric Mariah, Chris Whly, The Triplets, Therica Wilson-Read, Nadia Araujo, Justin Sanchez, Luke Day, Alice Noakes, Bella Sharpe, Kara Marni, Olaf Hernandez, DJ Fiona Jane, Mia Barker, Tegan Amelia Barker, Yannick Konan aka Akan, Sophie Hermann, Ben Henkler, Arielle Free, Tommy May, Fabien Johnson, Tobi Ojora, Issey Moloney, Janelle Zharmenova, Olivia Buckingham, Riise Peters, Louis Powell, Rayer Van Ristell, Eve Kelly, Nuria Ma, Kai Taylor and Barbara Ayozie Fu Safira.
Con Amore Corner: A Touch of Italian Romance
Adjacent to the personalisation area, the ‘Con Amore’ corner draws inspiration from Italy’s charming floral shops. Here, visitors can enjoy personalised gift wrapping with curated ribbons and decorative bows, complemented by offerings of coffee, sweet treats, and fresh flowers, elevating the gifting experience to an art form.
The pop-up showcases a rotating selection of ready-to-wear pieces, boots, bags, and accessories, including limited-edition and archive items. Notably, guests have exclusive access to the ‘True-Star’ sneaker, a highly anticipated release available only at this location. Weekly immersive workshops further enhance the experience, allowing customers to personalise their ‘Marathon’ and ‘Forty2’ sneakers with unique design options and embellishments.
This initiative marks a significant step in Golden Goose’s UK presence, paving the way for the opening of its flagship store on Mount Street later this year. The brand aims to elevate the in-store and co-creation experience, solidifying its commitment to craftsmanship and community engagement. The ‘Archive of Dreams’ pop-up at Selfridges’ Corner Shop is open to the public from March 10 to April 12, 2025, offering a unique blend of Italian heritage and contemporary fashion.
