Endetail

Fresh retail is ripe for reinvention.

For its takeover of Selfridges' Corner Shop, Golden Goose transformed the space into an Italian-inspired fruit market, where sneakers and accessories were discovered like seasonal produce. From one-on-one customization with Dream Makers to fruit-inspired artwork, smoothie stops, stickers, and postcards, every detail encouraged visitors to slow down, explore, and make something uniquely their own.

Instead of simply showcasing products, the pop-up turned shopping into a creative, hands-on experience.

This example speaks to the growing role of pop-ups in retail strategy.

Activations give brands the opportunity to show up in new markets, reach different communities, and create a local presence in places where they may not have a permanent footprint.

Learn more about the Selfridges x Golden Goose pop-up at https://fashionunited.uk/press/retail/golden-goose-takes-over-the-corner-shop-at-selfridges-with-frutteria-golden/2026040187204.

Every room serves a course in history at Elmina in Washington, D.C.

Spread across three levels are materials that shaped the transatlantic trade - to***co, cotton, indigo, sugarcane, metal, and wood.

The restaurant celebrates the richness of African heritage while encouraging reflection on the journeys, struggles, and resilience that helped shape it.

That same sense of storytelling carries into the food.

Ghanaian-American chef Eric Adjepong describes the menu as “a love letter to the ancestors and recipes I grew up with.” (Wallpaper*, April 2025).

More than just a restaurant, Elmina shows how a space can spark conversation, honor the past, and help people connect with their roots.

Learn more about Elmina at https://www.wallpaper.com/travel/restaurants/elmina-washington-dc.