Aug 10, 2019 | By Luke Tebbutt
Experience Lifestyle & Interiors on WGSN.
Sep 27, 2017
By Allyson Rees
Let’s talk about Gwyneth Paltrow. Like camping, Marmite and Justin Bieber, most consumers either love her or love to hate her and her lifestyle brand, Goop. Google her and you’ll find articles that laud her as an entrepreneurial #GirlBoss and others that accuse her of spreading dangerous pseudoscience.
But despite her polarity, there is a large portion of the consumer public that does follow her every move—655k on Instagram to be exact. They’re interested in how she’s living her life, how she’s exercising, how she’s “earth-ing,” how she’s green-juicing. So it makes sense that for Goop’s first permanent retail location, she’d model the store after one of her very own residences, so followers can get a first-hand feel of what it’s like to life the Goop life.
Now open that the Brentwood Country Mart, a quaint-yet-posh outdoor shopping center in the Westside of Los Angeles, Goop Lab perfectly executes two of retail’s biggest trends—shoppable residences and experience stores. Designed by of Roman and Williams’ Robin Standefer and Stephen Alesch, who designed Gwyneth Paltrow’s New York City home, the store looks, feels and flows like a home. It’s modeled after Paltrow’s own Brentwood bungalow, complete with a porch, greenhouse, apothecary powder room, living room and fully functional kitchen. That’s shoppable residence component.
The experience comes when you interact with the interiors, when you sit at the vanity to sample beauty products, test and taste recipes in the chef’s kitchen, or get your hands dirty with potting soil in the greenhouse. It comes from the live in-store workshops with Goop’s experts on healthy, beauty, style and relationships.
After launching eight temporary pop-up shops in the last nine years, it seems that Paltrow and the Goop team have created retail gold—a place where Goop enthusiasts can not only exercise, cook and vaginally-steam like Paltrow, they can experience what its like to actually live like her too. With any luck, it may even be enough to make the biggest skeptics Goop-believers.
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