MILAN — Silvio Campara is putting “authentic human relations” at the center of his next project for Golden Goose, dubbed Arts & Crafts, a global program of workshops that celebrates the art of crafting objects with your own hands.

In an exclusive interview, the chief executive officer of the Italian group underscored the significance of the evolution for Golden Goose, which is adding entertainment to experience, turning its stores into places to gather and make products.

Campara contended that “technology is now a given,” seeing a shift in interest to “analogue  and physical” stimulation today. “There is a level of depression and loneliness circulating, and anxiety generated by social media that we want to help fight and overcome. People want to rediscover the pleasure of doing things together — experiences now become the most desirable products to shop. We are pushing this concept even farther, moving into the field of entertainment, or craftainment designed for all ages and skill levels.”

Guests will be able to purchase 90-minute workshops in Golden Goose stores guided by local craftsmen and artisans or enjoy experiences at their own pace with curated kits, supported by the brand’s “Dream Makers.” Across both formats, participants will choose crafts such as clay, textile printing, papier-mâché, tufting and woodwork — creating, connecting and leaving with a personally crafted object — a tangible memory of the experience.

“Our retail stores are transforming into places for product creation and self-expression, where the most exclusive item is the one made by you,” Campara said. “Stores will become centers of production of memories, and with this also helping to raise the attention threshold — a thorny issue with the younger generations.” Gen Z represents 40 percent of total Golden Goose customers.

To celebrate the kick-off of Arts & Crafts on Sunday, Golden Goose will open the doors of its Milan headquarters with a day of workshops and experiences. The program will continue with Arts & Crafts On Stage, a platform inviting influential artists and artisans to share their stories through installations, workshops, collaborations and co-creation experiences across stores worldwide during key cultural moments of the year.

The executive revealed that the biggest store in the world, Haus Milano, will open here in the renovated 1930s building known as the former Traversi garage. Covering four floors and 27,000 square feet, it is expected to open in December.

Graduated with a thesis on the late Elio Fiorucci, Campara admitted that the landmark Fiorucci store in Milan had always been an inspiration, with a major impact on society.

“I don’t want to be arrogant but to give hope,” Campara said. “Our message is not that we are just trying to sell you a product, but we want to help you find the best version of yourself. We need to focus on real things, not only the archives, and make customers feel special.”

The Arts & Crafts program is debuting in April at the Golden Goose store in Milan’s Via Cusani before expanding to units in key cities worldwide, including New York, Los Angeles, Mexico City, Tokyo, Beijing and Istanbul, as well as in a summer destination such as resort town Forte dei Marmi in Tuscany.

Starting from stores spanning an average of 1,080 square feet, Campara plans to double the space of the brand’s units to allow for the Arts & Crafts initiative to take place.

The number of the group’s directly operated stores reached 232 at the end of last year.

Campara believes the project will not weigh on the bottom line, and on the contrary, that it will strengthen customer loyalty.

This project follows the co-creation program that has always been integral to the Golden Goose strategy. Introduced in 2019 when the company unveiled its first LAB inside the flagship on Milan’s Via Cusani, the co-creation concept has been a key customer journey tool for the brand, increasingly implemented across touchpoints and merchandise categories. It was initially targeted at sneakers and later expanded to ready-to-wear and is highly focused on celebrating the brand’s craftsmanship and artisanal approach.

Golden Goose’s performance is on an upward trajectory and the company is valued at 2.5 billion euros. As reported, last December international venture capital and private equity firm HSG acquired a majority stake in the group, with investment company Temasek and True Light Capital joining as minority investors.

Funds advised by Permira, the former majority shareholder, as well as other existing shareholders including Carlyle, retained a minority investment in the group. Campara has continued to helm the company and Marco Bizzarri, previously a nonexecutive director of the board, became nonexecutive chairman.

Golden Goose was established in 2000 and Permira acquired the company in 2020 from the Carlyle Europe buyout fund. 

According to sources, Golden Goose is in talks to sell a 10 percent stake to the Qatar Investment Authority, further tweaking the shareholding structure.

In the 12 months ended Dec. 31, net revenues rose 15 percent to 734 million euros at constant currency, compared with 654.6 million euros in 2024.

Adjusted earnings before interest, taxes, depreciation and amortization rose 9.2 percent to 248.3 million euros, a margin of 34 percent on sales. This compares with 227.3 million euros in 2024.