Gwyneth Paltrow has experimented with launching several pop-up spaces for her 'goop' brand, but she is now launching the lifestyle brand's first-ever permanent store called 'goopLAB.'
The brick-and-mortar store is set up in Los Angeles' Brentwood neighborhood, complete with a design by Paltrow’s personal interior designers Robin Standefer and Stephen Alesch of Roman and Williams. As such, the interior of the space has a home-like feel. This is especially true as goopLAB also invites consumers into comforting spaces like living rooms, kitchens, as well as an apothecary and greenhouse.
As well as being able to find a range of goop's signature products in the store, Paltrow also describes that "you’ll see our food editor cooking in the kitchen at events or our beauty buyers trying out the in-store beauty services."