Cover Golden Goose opened its first outlet in Jakarta at Plaza Senayan, presenting the Fioreria concept which combines retail space with a warm and personal atelier atmosphere.
Golden Goose opened its first outlet in Jakarta at Plaza Senayan, presenting the Fioreria concept which combines retail space with a warm and personal atelier atmosphere.
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Golden Goose at Plaza Senayan, a space that feels more like an atelier than a boutique; a place where shoes are not just bought, but molded together
The first step into the Golden Goose store in Plaza Senayan doesn't immediately feel like entering a shoe boutique. There are loosely arranged flowers, a large desk reminiscent of a workspace, and a warmer atmosphere than we're used to in luxury retail spaces. It's an approach that feels deliberate; as if to convey that what's happening here is more than just a transaction.
The opening of Golden Goose's first store in Indonesia on April 9, 2026, marked a significant step for the Italian brand in expanding its presence in the Asia Pacific. However, rather than adopting an overly formal approach, they brought a personal concept: Fioreria Golden. In Italian, " fioreria" means flower shop, and this idea translates both literally and emotionally into the space.
Above Golden Goose's latest collection in Jakarta includes iconic sneakers, ready-to-wear, and accessories that maintain its signature character: details that feel personal and not completely uniform.
Above Floral arrangements and decorative elements that appear not to be completely symmetrical become part of the living experience of the space.
Golden Goose's latest collection in Jakarta includes iconic sneakers, ready-to-wear, and accessories that maintain its signature character: details that feel personal and not completely uniform.
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Living green walls, colorful flower arrangements, and baskets that look like they've just been picked up from a flower market create a lighthearted first impression. Meanwhile, industrial elements like polished steel and raw concrete provide a bold structure. This combination doesn't strive for perfection; that's precisely its charm. There's a balance between old and new, neat and slightly messy.
Golden Goose itself is known for its perfectly imperfect philosophy—an approach that may sound contradictory, but it's precisely why its products have such strong character. Their sneakers , for example, are designed with a "lived-in" look, as if they've been through a long journey.
Above In a co-creation session, customers work with Dream Makers to add personal details—from crystals to handwriting.
Above Every little touch, be it a patch, lace, or illustration, transforms the product into something more personal and difficult to replicate.
In a co-creation session, customers work with Dream Makers to add personal details—from crystals to handwriting.
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In Jakarta, this philosophy is further translated through the co-creation concept, which is at the heart of the in-store experience. Around a large table inspired by a florist's workstation, customers are invited to participate directly in the personalization process of their products. With the Dream Makers, every detail can be customized: from the choice of materials and the addition of crystals and lace to handwritten messages.
This process shifts the consumer's role from mere purchaser to part of the creative process. There's something compelling about a product no longer arriving in a "final" state, but rather being shaped through interaction. More broadly, this approach resonates with the current generation's desire for something more personal; something that can't be easily replicated.
Omar Daniel
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The in-store experience is also expanded through the presence of the Con Amore Cart, an element that may seem simple, but is quite effective in transforming the atmosphere. Here, visitors can enjoy coffee, pastries, or even choose fresh flowers to take home. Inspired by flower shops in Italian neighborhoods, this concept conveys the idea that gift-giving can be a more intimate gesture, rather than a mere formality.
At its opening event, Golden Goose also incorporated a local touch through a batik-themed co-creation session. This wasn't merely symbolic, but demonstrated how a global brand strives to engage with local cultural contexts.
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Above Fioreria Golden's interior combines industrial elements with a warmer touch.
Fioreria Golden's interior combines industrial elements with a warmer touch.
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Amid Jakarta's increasingly competitive retail landscape, Golden Goose offers something a little different. Not only in terms of products, but also in the way they build relationships with visitors. They strive to slow down the process, encourage people to pause and enjoy the details.
Golden Goose reminds us that value can be found in the process, in the personal touch, and even in the small imperfections that make something feel closer.
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