An iconic façade raising the brand’s profile identifies the new Golden Goose phygital concept space in Beijing, within Chaoyang District. The design leading idea is to foster an innovative and immersive shopping experience: once the customers enter the flagship store, they find themselves inside the Lab, where it is possible to customize a product with last-mile options. The industrial flair hints to a typical workshop environment where to experience the creative process first-hand. A photo booth then invites to share the results on social media.
A floor-to-ceiling videowall introduces to the upper floor, at the commercial hearth of the store, where the hall stands are scenographically arranged around a central showcase for the accessories’ display. The theme of contrasts which characterizes the whole environment is here stretched to the limit: rough versus mirror-polished surfaces; matte versus shiny; humble versus precious materials. The futuristic flair fades away entering the private area of the changing rooms, decorated to offer a deliberately old-fashioned, well-worn air.
Two types of intervention define the interiors: a widespread digital communication system on one hand; a top-notch craftsmanship in the furniture realization on the other hand. They perfectly embody a dichotomy in which also the brand’s success is rooted: modern and traditional; comfort and luxury. Area-17 oversaw the project management, keeping on supporting Golden Goose in its process of development and growth. Among the standard services there are: shop drawing, sample approval, quality control, defect list rectification, capex, tender, contractor selection.