Gwyneth Paltrow's Goop opens first UK pop-up store
Goop, the lifestyle and wellness brand led by actress Gwyneth Paltrow, has opened its first pop-up store in London featuring California-inspired interiors by Fran Hickman.
The Goop store is located in the affluent Notting Hill neighbourhood, nestled among a row of high-end boutiques along Westbourne Grove.
It is the wellness brand's first pop-up space in the UK. Previously they have only opened temporary stores in US cities including in Dallas and New York, while maintaining a permanent Goop "lab" in Los Angeles.
Design studio Fran Hickman, which has already completed stores for fashion labels such as Emilia Wickstead and Moda Operandi, was given just two months to create the interiors for the London outpost.
Restricted on time, the studio worked out how it could portray the "elegant, modern, understated, warm, sophisticated, and fun" personality of Goop and its customer base by making only a few changes to the existing site.
Walls in the beauty department, which sits at an elevated level at the store's rear, have been painted gold to reflect the warm climate in California. This room has been dressed with red-frame cabinets that display makeup and skincare products, and large circular mirrors.
Gold continues down the staircase until customers reach the homeware section, where a majority of the surfaces and display plinths have been clad in OSB board – a type of engineered timber invented by Californian Armin Elmendorf in the 1960s that's made up of compressed flakes of wood.
At this level customers can also access a small outdoor courtyard that overlooks a row of adjacent townhouses.
The basement, which contains sportswear, has been completed with deep blue carpets, walls and soft furnishings to evoke the colour of the ocean on America's east coast.
A fresh coat of white paint has been applied to the ground floor room, which contains ready-to-wear clothing collections. Its accessed via a mirror-clad walkway that's lined with bushy olive trees, intended to act as "symbols of peace and friendship".
"Planting was always going to be intrinsic to the store design, so the trees occupy a narrow space at the entrance that was not going to be easily merchandised," Fran Hickman, founder of the studio, explained to Dezeen.
The store will be open until 27 January 2019. Goop has also recently debuted its first furniture and homeware collection, which includes pieces inspired by mid-century Italian and modernist design.
Photography is by Appear Here unless stated otherwise.