During the construction work for the new flagship store inside the Taikoo Li shopping center in Beijing, Golden Goose opened a pop-up store inspired by the idea of journey. Area-17 Architecture & Interiors oversaw the project management of this unique temporary venues, which is part of the brand’s worldwide expansion with unconventional and refined design.
The graphic façade interprets the iconography of a boarding pass through the standard of the brand’s aesthetic: entering the store is then the beginning of a journey. The interiors look like an airport, with a conveyor carrying the famous sneakers alongside with other iconic accessories, surrounded by gate-alike niches for the apparel display.
Ideally, the pop-up store is the starting point of a journey towards the Golden Goose world store-network, listed as travelling destinations at the check-out. Optic white, golden polished surfaces and branded stickers are the ingredients of a décor on the verge between the contemporary and vintage. The well-known high quality of Golden Goose products finds its metaphorical expression in the preciousness of materials and finishes, and it is the solid basis where to root each innovation strategy.