Golden Goose has officially dropped its first-ever Forward Store in Australia
Melbourne is now home to Golden Goose’s first Forward Store — a space to shop, personalise, and make your sneakers your own.
IF YOU SPOTTED a bunch of vintage sneakers hanging from the ceiling at Chadstone last Thursday night, you weren’t imagining things. You were witnessing Golden Goose — the Italian brand known for making scuffed-up sneakers a status symbol — launch its first Forward Store in Australia.
The event on May 22 felt more like a house party than a store opening. There were cocktails, a live DJ, and a walk-through of the space led by Olympic gold medallist Keegan Palmer and APAC CEO Mauro Maggioni — but what really made it feel different was the vibe: streetwear energy with luxury detail, and a real focus on making things your own.
Spread across 270 square metres, the space is a tactile expression of the brand’s Venetian roots. Raw concrete walls, vintage rugs, salvaged wood, and sneakers hanging from the ceiling (yes, on purpose) give it a quietly industrial charm. Even the hydroponic garden lining the windows feels intentional. It’s that perfectly imperfect Golden Goose aesthetic — where nothing’s too polished, but everything has a story.
At the heart of the store is the Co-Creation Station — a dedicated customisation area where customers can rework their Golden Goose sneakers (new or pre-loved) with the help of in-house artisans, aptly named “Dream Makers.”
Think: hand-painted illustrations, Swarovski stars, heat-sealed crystals, distressed finishes, charms, and patches. For those after something truly one-of-a-kind, a bespoke sneaker program lets clients design a pair entirely from scratch.
And, just next door is the Calzoleria corner — a modern-day cobbler’s bench offering repairs and restorations.
It’s not only about extending the life of your favourite pair, but also reframing the idea of luxury as something to be cared for, not replaced.
Of course, there’s plenty to shop too — the store also features Golden Goose’s latest ready-to-wear collections, bags, and exclusive archive styles, including standout accessories like the Venezia and Vita bags. Even the wrapping station has flair, with bows, ribbons and flowers at the ready if you’re picking up a gift.
In an age obsessed with the new, Golden Goose’s Forward Store offers something richer: a return to the personal. A space where imperfection is not just embraced, but elevated. A reminder that the future of fashion might just start with what we already have — made better, made yours.
For more information on the Golden Goose Forward Store, visit we.goldengoose.com.
Related:
Inside the cinematic, sound-filled dreamscape Golden Goose brought to HAUS Venice
