Golden Goose is focusing on children’s wear with a new experiential store in Rome

With birth rates falling worldwide, the children’s fashion industry is rethinking its offering, focusing on formats that often resemble those aimed at adults: this is the case with Golden Goose, which has announced the opening of its third Kids store in Rome, following those opened in Milan and Dubai in 2025. These spaces go beyond the traditional concept of retail to stimulate the imagination, creativity and sense of wonder in children of all ages.

Inspired by children’s bedrooms, the new store brings to life the ‘Golden Bedroom’, a playful and visionary world in which every element is designed with children in mind, featuring deliberately exaggerated proportions: an oversized bed becomes the visual centrepiece of the store and, at the same time, a symbol of boundless imagination. The space also features furniture inspired by the world of toys and enormous building blocks that invite exploration and play. The ceiling is decorated with cosmic-themed wallpaper, evoking the fantastical and boundless realm of a child’s imagination. Interactive elements such as the Co-Creation Table and the Play Walls invite children to experiment, create and take part in the creative process, in line with Golden Goose’s philosophy.

Introduced last year, Goldy, the official mascot of Golden Goose Kids, is a soft soft toy that can be personalised through the Co-Creation experience, turning it into a unique gift or a special companion to cherish for years to come. The in-store experience can also be personalised, with families able to choose the ‘Kids Golden Celebration’ package: each experience starts with a basic package that includes the ‘essential celebration elements’ and a carefully curated selection of activities, which can be enhanced with additional entertainment, product and Co-Creation options. This format will be gradually rolled out across the entire Golden Goose Kids network.