Facetious headlines aside, I got to take a tour of GOOP in Highland Park Village today, and it was fabulous. As many know, GOOP is Gwyneth Paltrow’s lifestyle blog, and the pop-up store is set up to reflect just that — a lifestyle. (Paltrow called this blog-to-shop concept “click and mortar,” and I nearly died of joy.)
As you enter, you will find gifts and clothing from the affordable (read: candles and floral arrangements) to the high-end (such as pieces designed for the store by Monique Lhuillier).
One room reflects the “kitchen” of this make-believe home, with Paltrow’s cookbooks and a line of luxury soaps. Another represents a bedroom, with loungewear and skincare goods.
“My favorite, favorite products that I use and love are in there,” Paltrow said of the “boudoir” room.
Sorting through the clothes, you will find everything from crisp linens and tailored blazers to casual button-downs and runway-ready cocktail dresses. It’s fun to wander through the collections and think, would Gwyneth wear this?
“It was fun to do this for the holidays, because holiday dressing is stressful,” Paltrow added.
A fun fact: everything in the store is for sale — everything. That means you could potentially purchase the ginger jars, lampshades, wall hangings, and even the chinoiserie wall panels you find in the store.
GOOP is open from 10 a.m. to 6 p.m. through Dec. 14. The first pop-up shop existed for one week in Los Angeles, and no others are on the books yet. When asked why Dallas, Paltrow told the story of filming her first, big movie-role in Texas with Meg Ryan and Dennis Quaid at the ripe, old age of 19.
“Plus, Dallas is a big market for us,” she said. “We wanted to come and say thank you.”
Now, if Blake Lively wants to open a Preserve pop-up shop next, we’ll be ready.