Golden Goose has unveiled its first padel arena in Milan’s CityLife district, marking the brand’s entrance into the world of sport with a bold architectural gesture. Designed by Fabio Novembre and his studio, the Golden Goose Arena features a striking 17-meter curved cantilever that greets visitors at the entrance, visually echoing the nearby CityWave project by Bjarke Ingels.
The arena was commissioned by SmartCityLife and supported by Atlante, a company specializing in fast charging for electric vehicles powered entirely by renewable energy. Located in a neighborhood known for its architectural icons by Zaha Hadid, Daniel Libeskind, and Arata Isozaki, the new pavilion adds a dynamic layer to Milan’s evolving urban landscape.
A space built for flexibility and future needs
Standing 12 meters tall and covering 2,800 square meters, the arena’s exterior blends Aluzinc panels with a semi-transparent polycarbonate base, creating a sense of openness and fluidity. Fabio Novembre emphasized the importance of adaptability in urban design: “We know that the city’s needs may change, so we don’t claim to be eternal. Being nomadic, not static, in this context is a fundamental advantage.”
He described the structure as capable of being dismantled in just two days, reinforcing its role as a flexible and responsive space within the CityLife architectural park. “In this CityLife context, which brings together the best international architects and has created this unique architectural park in Europe, one must fit in with lightness — one must dance. I like to imagine all of this as a dance of architectural volumes.”
Investing in value beyond profit
Golden Goose CEO Silvio Campara spoke candidly about the brand’s motivations behind the project: “Many resources have been invested — we’re talking about eight-figure numbers — but what matters is that not everything has to yield a return when you want to do something for the community.” He added: “Brands must create value, and this padel stadium — the first in the world to also have an outdoor area open to everyone — creates an enormous amount of it.”
The arena includes six indoor courts, one Pro court, two outdoor vintage courts, and a panoramic lounge. It also houses a Golden Goose store featuring a capsule activewear collection dedicated to padel, customizable through the brand’s Co-Creation service. A bar connects directly to the store, and future additions include an outdoor kiosk and dining area.
A hub for sport, design, and people
Golden Goose envisions the arena as more than a retail or sports facility. It aims to be a gathering place that blends athleticism, architecture, and community engagement. As the brand puts it, the goal is to create a space that “instead of bringing out the brand, brings out the people.”
