To mark two decades of boundary-pushing fashion and editorial excellence, Acne Studios is celebrating its 20th anniversary in shimmering style with “The Golden Ticket”—a series of immersive, all-gold pop-up installations unveiled in Milan, Paris, New York, and Shanghai. This limited-time global activation is both a tribute to the brand’s past and a nod to its ever-evolving, art-meets-fashion future.
✨ A World Dipped in Gold
Each pop-up location transforms a traditional kiosk or magazine stand into a glistening gold beacon—mirroring the luxe minimalism that defines Acne Studios’ visual language. Wrapped entirely in reflective golden finishes, the installations feel like rare collectible objects themselves, set like jewels in the cityscapes they temporarily inhabit.
The pop-ups are designed not just to catch the eye but to stir curiosity. Inside each golden kiosk is Issue 20 of Acne Paper, the brand’s cult-favorite publication known for its bold photography, cultural essays, and rich editorial depth.
But here’s the twist: hidden in select copies is a golden ticket, Willy Wonka-style, granting access to an archival edition of Acne Paper—a collector’s dream and a physical manifestation of the brand’s creative legacy.
📍 The Pop-Up Tour
Milan
📅 11–17 June, 10am–7pm
📍 Via dei Giardini, 2 – 20121 Milano
Shoppers wander through Brera’s elegant district and stumble upon Acne’s surreal kiosk gleaming in the summer sun.
Paris
📅 12–15 June, 12–8pm
📍 Face au 7 quai Malaquais – 75006 Paris
A golden moment set against the Seine—Acne’s installation creates a visual dialogue between contemporary design and Parisian romance.
New York
📅 11–17 June, 8am–10pm
📍 Casa Magazines, 22 8th Ave, NY 10014
Beloved by editorial insiders, Casa Magazines becomes a glowing hub of fashion nostalgia and discovery, nestled in the heart of Chelsea.
Shanghai
📅 13–22 June, 10am–7pm
📍 Réel, 1601 West Nanjing Road, Shanghai
In a city where luxury retail evolves daily, Acne’s kiosk is a golden thread that connects editorial history to tomorrow’s tastemakers.
🥇 More Than a Pop-Up—A Portal
While the installations are visually striking, “The Golden Ticket” goes beyond aesthetics. It’s a tactile, interactive nod to the way Acne Studios has always used fashion as a vehicle for storytelling. With Acne Paper at the center, the activation reinforces the brand’s commitment to culture and print—an increasingly rare move in the digital era.
The golden ticket hunt gamifies the experience, creating anticipation and a sense of community among those who seek not just style, but meaning.
📖 Acne Paper: The Archive Lives On
Founded in 2005, Acne Paper has been a canvas for boundary-pushing photography, design, and narrative. Each issue is a time capsule—and by giving fans the chance to win an archival edition, Acne is acknowledging its impact as more than a fashion label. It’s a cultural curator, an editor, and a storyteller.
🎉 A Fitting 20th Celebration
Bold yet thoughtful, nostalgic yet forward-facing—“The Golden Ticket” is a golden moment not just for Acne Studios, but for its fans across the globe. By wrapping cities in gold and inviting its community to play, reflect, and rediscover, Acne shows once again that when fashion meets concept, the result is pure magic.
