PARIS — Golden Goose is dreaming big, bringing its Haus of Dreamers all-encompassing cultural concept to Paris Fashion Week.

The shoe brand, best known for its Superstar style, will stage a series of mini-takeovers before a splashy skate-themed event at Paris’ Jardin des Plantes on Oct. 2.

Co-creating with a number of the city’s cultural institutions, the corporate shall be taking on the menu at Hotel Grand Amour; curating an exclusive bouquet wrap at florist L’Arrosoir; welcoming guests to Apéro Club at Rupture Arts & Books inside La Vaporeuse, and creating Haus cookies at Union Boulangerie, in addition to a sandwich inside Room Service’s pop-up shop.

The brand can be making city maps of all of its installations for the curious to search out the events.

Continuing to collaborate with the Paris shops, Golden Goose can be creating whimsical one-of-a-kind objects, including a backgammon set with Hotel Grand Amour, and a watering can with L’Arrosoir, amongst other items that shall be limited-edition releases rolling out over the subsequent few months.

Chief executive officer Silvio Campara said the citywide takeover is an element of the corporate’s aim to construct the “dreamers community,” bringing in creatives from such diverse disciplines as food and travel.

Campara said that is the 22-year-old brand’s first activation in a fashion environment, they usually desired to do something aside from a celebration or a runway-type show. As an alternative, he desires to have a good time the locals with items integrated into locations, and have a good time the community of Paris.

“The style crowd will see the execution of what ‘fashion’ means for Golden Goose and I believe they shall be quite surprised,” he said. “It’s about unleashing creativity, unleashing sentiment and about connecting people.”

The brand sought out bakers and florists as collaborators to specific the brand’s philosophy of on a regular basis beauty and living within the now, he said.

“More often than not fashion tends to have a good time the past or have a good time a future that just isn’t really clear,” he said. “Our end goal is celebrating the current, celebrating the now, which makes people feel connected.

“Paris is the proper stage for each type of cultural expression,” he said of holding the events to coincide with Paris Fashion Week. “We love the concept of localization of events,” Campara said.

When he spoke to WWD he was fresh off the plane from Seoul, where Golden Goose celebrated the launch of a recent style.

The Oct. 2 event will showcase skateboarding in addition to incorporate small, house-style installations within the Jardin des Plantes, and intended to convey a relaxed atmosphere as an alternative of a giant blowout bash. It’s going to release a limited-edition shoe the identical day, distressed white with “Paris” embroidered right into a silver heel collar.

The brand can be celebrating the reopening of its Paris flagship store on Rue des Saints-Pères, which opened Sept. 5. With the renovation, the shop expanded to 4,000 square feet, with 10 expansive windows and many open space. Its repair bar sits center stage in the brand new layout, promoting the brand’s sustainability commitments.

“We have the desire to make people evolve along with us,” he said. The brand introduced its “Forward Store” concept with the primary outpost in Milan last July.

Inside the store shoppers can customize shoes, order bespoke sneakers and tailored suits from a pre-set menu of suits and fabrics, or codesign a pair of shoes with an in-house cobbler.

The shop also includes an in-store curated consignment space for purchasers to resell vintage Golden Goose pieces.

The Milan store has seen 6,000 pairs brought in for repair or customization in its first 12 months. He noted that 38 percent of those weren’t Golden Goose sneakers, reinforcing the brand’s commitment to overall motion.

The Paris store saw 26 pairs brought in in the course of the first week the service was available, added Campara.

That the repair bar sits front-and-center in the brand new store layout is indicative of how the corporate’s retail strategy has shifted from when it first opened in Paris a decade ago, he said.

During fashion week, Golden Goose may also be adding recent, interactive displays and activities in its outposts at Le Bon Marché and Galeries Lafayette, each the Boulevard Haussmann and Avenue des Champs-Élysées stores. The experiences shall be differentiated for all three.

“As an alternative of invading with one concept and trying to maximise the concept, we attempt to shoot from the standpoint of the buyer and need to reinforce and surprise at every touchpoint. It’s about many voices,” he said.

In the corporate’s most up-to-date financial results released in April, Golden Goose saw revenues climb 30 percent to 500.9 million euros within the 12 months to Dec. 31, 2021. Sales were 88 percent higher than 2020.

Campara credited the boom to the strategy shift. “The explanation why we’re growing a lot just isn’t just due to the sneakers, but due to the full narrative and explanation of what it’s across the sneakers,” he said.

Golden Goose will proceed its cultural drive with the opening of the Haus concept in Marghera, outside of Venice, which can open its doors in May in the course of the Art Biennale.