Golden Goose has introduced the Golden Goose Lab, a new retail concept, at its new flagship store in Milan, located at Via Cusani, 2. The Lab enables customers to experience first-hand various aspects of craftsmanship and artistry. For an additional fee of €200, the customer can also have his or her sneaker customized by the artisans in store. The process is filmed, and the video is sent to the customer, who can share the experience via social media. The brand is planning to extend its Lab concept to other stores.