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With Its First Permanent Store, Goop Gives Shoppers a Taste of Gwyneth Paltrow's Own Home

It's a highly Instagrammable, wellness-filled oasis.
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The entrance to Goop Lab. Photo: Jessica Sample

The entrance to Goop Lab. Photo: Jessica Sample

It's been a big month for Gwyneth Paltrow's Goop empire — particularly its expansion offline. Last week saw the electrifying debut of the first Goop print magazine, complete with Paltrow herself on the cover, topless and looking like she'd just emerged from a vat of the perfect greige nail polish. And on Friday, the doors will open at Goop's first-ever permanent brick-and-mortar store in Los Angeles — the official physical embodiment of the Goop lifestyle, where the website's loyal and wealthy followers can go to see, touch and smell all things Goop.

The shop is located within the quaint and charming Brentwood Country Mart — neighbors include Jenni Kayne, Christian Louboutin, The Elder Statesman and Space NK — in the very affluent, family-oriented section of LA that Paltrow herself calls home, and it's just as lovely and meticulously designed as you'd expect. While Goop has operated a pop-up shop in the same shopping center, Team GP pulled out all the stops for the new space, which we got a sneak peek of just as they were putting on the finishing touches.

Since Goop touches on just about every lifestyle category — from fashion and beauty to vaginal steaming and shamanism — Goop Lab (as it's officially dubbed) is organized to feel like a "Brentwood bungalow" with each "room" having its own distinct focus. It was designed by Roman and Williams, who "relied on a familiar narrative" for the project as they've also collaborated with Paltrow on designing her own homes (yes, plural). So, yes, going to Goop Lab is basically the same as going to Paltrow's house.

Inside Goop Lab. Photo: Jessica Sample

Inside Goop Lab. Photo: Jessica Sample

"We are thrilled to continue to be in partnership and friendship with Goop and Gwyneth," says Robin Standefer co-principal of Roman and Williams, in a statement. "Goop Lab was created as a space that transports its guests into a comfortable dreamy home. Bringing Goop to life with this permanence and creativity was a true joy for us to do."

You enter, of course, through the mud room/greenhouse, which is beautifully lit from an overhead skylight and accented with rustic-chic wooden flooring and copious Insta-friendly greenery. Fancy gardening tools are available for purchase.

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From there, you make your way into the dream kitchen, which is fully functional, by the way, so that store can host cooking demos and other events. Chic housewares, cooking tools and copies of Paltrow's cookbook, "It's All Easy," can be found here.

Inside Goop Lab. Photo: Jessica Sample

Inside Goop Lab. Photo: Jessica Sample

To the right of your dream kitchen will be your dream bathroom, complete with a beautiful 360-degree vanity, a vast array of high-end natural beauty products (including Goop's own skin-care line, of course), and the chicest (and, again, Instagrammable) pink tile lining the walls. There's also a section dedicated to a smattering of less-than-conventional wellness products, from Moon Juice adaptogens to probiotic supplements to healing crystals. I'm pretty sure I spotted a few jade eggs, as well — though without any visible instructions as to where to put them. (Guess customers will have to have some personal talks with sales associates to find that out.) There's also a special aromatherapy nook and the store will offer select beauty services, as well.

The back of the store hosts an elegant living space including a daybed, a bar cart, a French antique mantle, a David Wiseman chandelier and a pair of mid-century chairs. A selection of clothing (from Goop and other brands) hangs from custom branch-shaped, bronze rods cast from real tree branches. There, you'll also find Goop's new collaboration with Christian Louboutin on four shoe styles, launching exclusively at Goop Lab and on Friday.

Goop x Christian Louboutin boots at Goop Lab. Photo: Jessica Sample

Goop x Christian Louboutin boots at Goop Lab. Photo: Jessica Sample

Goop is almost 10 years old, and it's come pretty far since it was Paltrow's little newsletter of barely accessible product endorsements and endured much criticism and ridicule along the way. With at least $10 million in venture capital raised last year, the company is taking its evolution seriously and with meticulous attention to detail. That said, print publishing and brick-and-mortar retail are clearly two of the riskiest areas to invest money into right now. But by focusing on the experiential aspect of retail, choosing the right location and praying on legions of die-hard, disposable-income-having Goop followers and their desire to engage with the brand in any way possible, Paltrow could very possibly succeed.

Browse more images from inside the beautiful Goop Lab in the gallery below.

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