Golden Goose opens the Biennale with a new exhibition in the HAUS space In collaboration with artist Marco Brambilla
On the occasion of the Biennale Architettura 2025, starting these days in Venice, Golden Goose has unveiled a new immersive project in the spaces of HAUS, in Marghera. Born in 2024 as an artistic and cultural hub for the entire community of Dreamers of the Venetian brand, in this second edition HAUS has been entrusted to the artist Marco Brambilla, an internationally renowned creative whose works explore the points of contact between pop culture and art history through new technologies. The path created by Brambilla for HAUS is divided into five rooms, each characterized by different video installations, augmented reality, and digital collages that, according to Brambilla, «have a different meaning depending on the people who explore them.» Altered States, the name of the exhibition, represents Brambilla's first show in Italy and aims to investigate cinema as a dreamlike reality where physical and virtual continuously meet. Popular images and videos from the world of cinema intertwine with surreal landscapes, creating a captivating experience that leads viewers to self-reflection.
In an interview with the press group present at the inauguration, the CEO of Golden Goose, Silvio Campara, spoke about the importance of art, emotions, and memories for the brand. «We don't make the most beautiful product in the world,» he stated about the brand with the "half-star" and its worn-in look, «but we understand the importance of good memories for consumers, which is why they all come back to the store.» From retail spaces to immersive experiences like HAUS, from customer care to the choice of ambassadors who, like Jane Fonda, are «chosen by the Dreamers and not by the brand.» According to Campara, what makes Golden Goose successful even in the complex luxury landscape of today is its complete dedication to its customers—a value also reflected in the opening of HAUS to the public. In the industrial port of Venice, where Golden Goose was born, HAUS is dedicated to craftsmanship, culture, and art, with particular attention to young people and repair activities—not just for the brand's products. HAUS also hosts a workshop and an Academy to train the new Dream Makers, who learn very different disciplines such as shoemaking, tailoring, screen printing, DJing, and public speaking. Soon, HAUS will also land in Japan, because, according to Campara, it is where «people still value time and the care of things.»
