Golden Goose has taken over The Corner Shop at Selfridges with a pop-up that blends fashion, customisation and community through its Frutteria Golden concept.
Designed to echo the warmth of a traditional Italian market, the space is filled with vintage-style details including wooden crates, handwritten signage, seasonal produce and fruit displays that present the collection with a playful twist. The result feels more like an immersive installation than a standard retail pop-up.
At the centre of the activation is Golden Goose’s signature Co-Creation experience, where visitors can work one-to-one with the brand’s Dream Makers to personalise sneakers, ready-to-wear and accessories.
Charms, pins, embellishments, hand-painted details and screen-printed graphics allow each piece to be turned into something individual, while fruit, floral and vegetable-inspired illustrations tie the customisation back to the market theme.
The pop-up also features a programme of workshops running throughout April, giving the space an interactive appeal beyond shopping. Sessions include colander decorating on 1, 2 and 22 April, fruit printing on 8, 9 and 23 April, and sculptural fruit bouquet workshops with Octavia Flowers on 15 and 16 April.
Alongside the creative programme, the edit includes ready-to-wear, boots, bags, accessories and sneakers, with limited-edition and archival pieces adding to the exclusivity. A key draw is the preview of the Marathon Speed sneaker, which had previously been available only in Korea, China and through select wholesale partners, and now arrives at Selfridges ahead of a broader international rollout.
That combination of product, personalisation and experience gives the pop-up a stronger editorial angle than a typical brand installation.
For London shoppers, it positions Golden Goose not just as a footwear label, but as a luxury brand leaning further into custom craft, experiential retail and collectable fashion moments.
