Golden Goose has opened a 2,250-square-foot store in Tokyo, its first in the Japanese capital as the hot Italian sneaker and fashion brand continues its global expansion drive.
The store, which opened Thursday, is in Tokyo’s preeminent shopping destination of Aoyama, next to Prada’s flagship in the city, an architectural landmark designed by Herzog and de Meuron. Other stores nearby include units for Sacai, Balenciaga, Cos, Undercover and Acne.
“Golden Goose opened its Lab flagship in Tokyo,” said chief executive officer Silvio Campara. “After five years of successful collaboration with Tomorrowland, the Venetian brand is starting a strong expansion plan in Japan. The strategy will be focused on enhancing its presence both directly operated stores, department stores and multibrand stores. In its role of a leading company of handmade sneakers, Golden Goose will also launch six capsules a year in collaboration with local artisans in order to celebrate the outstanding craftmanship of Japan.”
Golden Goose’s first Tokyo store uses silver as a design focal point. The interior walls, floors and ceiling are covered with aluminum foil, adding brightness to the interior, while the furnishings are made of galvanized steel and mirrored stainless steel. The exterior is transparent, enabling passersby to see the silver and gold interior. The slatted wood used in the men’s dressing room echoes traditional Japanese design, and creates a contrast with the more modern elements of the interior. The women’s dressing room has Rubelli wallpaper, a direct link to Venice, where Golden Goose is based.
The store carries Golden Goose’s full women’s, men’s and kids collections of sneakers and apparel as well as products introduced exclusively at the Tokyo unit. These include pieces from the brand’s new Love logo capsule consisting of indigo dyed T-shirts and two leather jackets — a woman’s style and a man’s one that are revised Golden Goose archival models carrying the Love graphic. Each graphic is handmade. The collection aims to meld Venetian influences with Japanese style and culture and the capsule includes 13 T-shirts with a Love graphic, all overdyed by 100 percent natural indigo called “Litmus.” The indigo is collected from the indigo plant, while the dyeing base is made in-house and the dyeing process itself uses no chemical treatment.
The store also carries the Flag Ltd sneaker exclusively, which is decorated with symbols of Japanese culture. “A tribute to Japan is made tangible by the use of silk, evocative colors, rice grains, sushi, the denim world, street art and iconic graphics of Japanese culture,” the company said in a statement.
In addition, the Tokyo store is the first in the Asia-Pacific region to introduce the concept called The Lab. Under the concept, clients work with an on-site Golden Goose craftsman to customize their sneakers, allowing shoppers to witness the brand’s use of the technique of hand distressing with brushes and treatments to create a unique pair. Once this is completed, a shopper can customize their sneakers with a set of accessories exclusively available at The Lab, including laces, charms and tape in different colors, as well as a personal handwritten message.
The store also contains the Laces Bar, which sells laces in different colors, fabrics and prints. The laces are created exclusively for select stores and are available for one month only, after which new designs and styles are introduced.