Ever since Gwyneth Paltrow dropped the Instabomb that her lifestyle company goop was opening a pop-up shop in LA this week, we’ve been dying to peep what’s going on behind that charming bifold door. We even made a few A-list inventory predictions to keep our minds + Pinboards busy until the Brentwood Market storefront would let us in, kale smoothie in hand. Now the wait is over: goop’s door(s) are open, and everything we can see inside is oh-so-Gwyneth.
The store revolves around a sophisticated living space that’s decked out with all the GP-approved fixings a goop gal could ever want. Every piece of perfectly placed furniture and one-of-a-kind trinket (including that backgammon board!) is for sale. We expected high levels of curation from Paltrow, and it looks like she aced the exam.
Ultra luxe home goods dominate the collection of Paltrow’s favorite things, from marble mortar + pestle sets and gorgeous wooden cutting boards reserved for the haute kitchen counter, to punchy printed textiles ready to cozy up your lounge space. Other shop offerings include runway-worthy duds from pals Michael Kors + McCartney, an assortment of dainty gold and silver jewelry and refined accessories awaiting your very own personal touch — that’s right, our wish for a monogram “make” station totally came true!
As we predicted, many of goop’s in-store goods have been lifted directly from its online store, so if you can’t make it to LA in the next eight days, you won’t have totally missed out on the chance to take home a piece of the aspirational pie. But that doesn’t mean a trip to witness Paltrow Perfection first-hand isn’t worth it: Seeing the online destination come to life is an incredibly cool way for fans to make a next-level connection with the brand and its elite leader they follow and love. As you may have guessed, that does mean Paltrow will be making an appearance or two to the brick-and-mortar, so be sure to keep an eye on goop’s Twitter account + #gooppop while the other is sizing up that stunning copper bookshelf.
Have you, would you, could you visit Gwyneth’s goop store? What other online brands would you like to see “pop up” IRL? Tell us in the comments below.