Inside Gwyneth Paltrow's first London goop store
Inside Gwyneth Paltrow's first London goop store
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1/15 Back where it all began
goop began in 2008 as a weekly e-newsletter of Hollywood actress Gwyneth Paltrow's latest cultural discoveries and local recommendations.
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2/15 Marking a special anniversary
The arrival of the first UK pop-up on 25 September marks exactly 10 years to the day since she sent the first enewsletter from her kitchen table in North West London.
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3/15 GP's not forgetting her roots
"It's both humbling and long overdue to open a store back in London where goop was born," she says.
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4/15 Cali-inspired design
London-based interior designer Fran Hickman is the creative mastermind behind goop’s bricks and mortar incarnation. She has combined elements of California-inspired design, such as natural materials, and referenced the Zen-influenced monochrome paintings of Yves Klein and the early physics gardens devoted to the study of the medicinal and restorative qualities of plants.
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5/15 Personal approval
The store is split into four sections: casual wear and jewellery; beauty, wellness and sexual health; sportswear; and homeware. 'GP' herself has given all items on sale her personal seal of approval - everything is "clean" and "high performance".
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6/15 Oh so hip
The homeware on sale has been designed in collaboration with CB2, a hip North American furniture brand targeted at millennials with a mid-century modern vibe.
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7/15 Personal approval
goop x CB2 is a 58-piece collection including furniture, soft furnishings and glassware. It mixes "functionality and elegance", with the contemporary style warmed up with textures, prints and high-quality finishes.
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8/15 Carefully curated offerings
Not everything from goop x CB2 is available to buy in the London pop-up, but a carefully-chosen selection is. Highlights include a fabulous leather and steel tote for firewood (if your budget extends to an eye-watering £475), a floral debossed five-piece cutlery set (£40) and hand-blown flared wine glasses (£20).
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9/15 Limited time to shop
The Notting Hill pop-up will be open at 188 Westbourne Grove for four months until 27 January next year.
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10/15 Chelsa Soup Bowl, Dinner Plate, Coffee Mug, from £15 each
The delicate silver rim and hand-applied birds-and-butterflies pattern was inspired by a French take on traditional Chinese motifs. The result is an elegant, playful piece of china that’s just as at home at dinner parties as it is at weeknight dinner.
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11/15 Basket Case Large, £285
Black abaca hemp is woven around a wicker base, while leather-wrapped handles make it easy to tote from living room to bedroom and back again. But you'll need a big budget to afford it...
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12/15 Firewood Tote, £475
This super stylish brown leather and stainless steel firewood tote is a luxurious extravagance. When ready for a fresh batch of wood, remove the leather piece from the stand, carry out to the wood pile, and bring back inside filled up.
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13/15 Blanco White Wine and Tinto Red Wine Glass, £20 each
Inspired by traditional European glass, the round base of these wine glasses is supported by a tall, dramatic stem and flares at the top into an exaggerated rim.
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14/15 Primrose Hill 5-Piece Flatware Set, £40
Inspired by fine hotel silverware, this five-piece setting includes a salad fork, dinner fork, knife, teaspoon, and tablespoon. The floral debossing (inspired by the goop x CB2 Chinoiserie Rug and Chelsea Dinnerware) is delicate yet feels substantial.
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15/15 Belsize Park Butterfly Napkin, £20
This pretty, vintage-inspired linen napkin features a hand-stitched butterfly in one corner. There is also a bird option.
Gwyneth Paltrow's lifestyle brand goop has raised many a cynic's eyebrow with its 'hormone-balancing' yoni eggs and organic sex toys.
Now, it's first UK store has opened in the Hollywood actress's old west London stomping ground, giving us all the long-awaited chance to check it out for ourselves.
The Notting Hill pop-up opened on September 25 to mark ten years since the Hollywood actress sent her first goop newsletter from the home she shared with her ex-husband, Coldplay frontman Chris Martin, in nearby Belsize Park.
It will stay put at 188 Westbourne Grove for four months until January 27 next year.
London-based interior designer Fran Hickman is the creative mastermind behind goop’s bricks and mortar incarnation.
She has combined elements of California-inspired design, such as natural materials, and referenced the Zen-influenced monochrome paintings of Yves Klein and the early physic gardens devoted to studying the medicinal and restorative qualities of plants.
The store is split into four sections: casual wear and jewellery; beauty, wellness and sexual health; sportswear; and homeware.
'GP' herself has given all items on sale her personal seal of approval — everything is "clean" and "high performance".
The homeware on sale has been designed in collaboration with CB2, the hip diffusion line from North American furniture brand Crate & Barrel targeted at millennials with a mid-century modern vibe.
Mixing "functionality and elegance" warmed up with textures, prints and high-quality finishes, goop x CB2 is a 58-piece collection including furniture, soft furnishings and glassware.
"Our home is full of comfortable nooks for playing, lounging, just being present together. Every room is as chic as it is inviting," says Paltrow.
"There's a layered quality — a mix of pieces from different eras, places and times in my life — accented by nostalgic objects amassed over the years."
Her goop x CB2 favourites include the Curvo pink velvet sofa, "a nod to Italian mid-century design with its fluid lines", and the Belsize wooden stools/coffee tables "inspired by African mortars".
"Put the couch and stools together and…magic!"
Not everything from goop x CB2 is available to buy in the London pop-up, but a carefully-chosen selection is.
Highlights include a leather and steel tote for firewood (if your budget extends to an eye-watering £475), a floral debossed five-piece cutlery set (£40) and hand-blown flared wine glasses (£20).
Happily, much of this range is surprisingly affordable.
Chelsea chinaware with a hand-applied birds-and-butterflies pattern is inspired by a French take on traditional Chinese motifts. The silver-rimmed dinner plates and soup bowls cost £20 each and the coffee mug, £15.
"We worked really hard to get the delicate profile just right," says Paltrow. "You get that wedding-china quality without the hefty price tag, or the guilt of using them every day."
If you don't live in the capital, you'll soon be able to buy goop's goodies online. The brand is expanding into the European e-commerce market soon after tripling its US revenue year on year.
"This September is a watershed moment for goop. It's our 10-year anniversary and our London homecoming; the latter sets the stage for the next phase of the business as we expand into international markets,” says Paltrow.
"It's both humbling and long overdue to open a store back in London where goop was born."
