For this year’s Milan Design Week, Golden Goose takes us onto the field An immersive experience that brings together sport, design and community

On April 21, Golden Goose kicked off Milan Design Week with an immersive experience at the Golden Goose Arena. Located in the heart of CityLife, the venue redefines the concept of sport through wellbeing and community. During the city’s most dynamic week, Golden Goose transforms the space into a platform that brings together padel, music, and shared experiences, creating a playground where imagination and a sense of belonging can thrive.

On opening day, the brand introduced immersive experiences blending dialogue, creativity, and competition. The daytime program unfolds as a curated sequence of activities by Simple Flair, a Milan-based duo behind projects such as Convey, Spazio Riviera, and a617. The Arena hosts talks, a workshop dedicated to creative exchange, and a padel tournament involving six Milanese design communities. On the courts, dialogue and play intertwine, turning the space into an exclusive meeting point between ideas and competition.

At the center of the Arena, Mexican multidisciplinary artist Sofia Elias leads the transformation of the two outdoor padel courts into a large-scale immersive installation. The installation reinterprets the walls as mirrored yet transparent surfaces, subtly distorting lines and silhouettes, while the sound design amplifies the echo of rackets and the murmur of the crowd. A visually “distorted” referee chair appears accessible yet unreachable, while the net, enhanced with charms and bells, reacts to every impact, turning the game into a multisensory experience.

As the energy of the tournament builds, the event reaches its peak in the evening with a party that brings communities together. DJ sets by Spiller and Carista carry the atmosphere late into the night, as the venue transforms into a large-scale after-match celebration. Sport gives way to music, competition to connection, and the Arena establishes itself as a new cultural landmark. During Milan Design Week, Golden Goose’s official mascot, Goldy – a small plush collectible item – will make its debut. Throughout the week, various gaming experiences (both in-store and at the Golden Goose Arena) will offer the chance to win it.