Goop Launches a Pop-Up at Nordstrom in Collaboration with 1stdibs
Fans of Gwyneth Paltrow, head to Nordstrom: The actress turned lifestyle maven's Goop is set to launch a series of pop-up boutiques in the department store. The first iteration, in Seattle, opened this weekend. "The vision was to manifest ourselves as a jewel box perched in the middle of a larger retail ecosystem," says Goop creative director Brittany Pattner. Indeed, the Fromental chinoiserie-clad space is bursting with for-sale gems ranging from skin care to books to decorative objects. Goop also partnered with 1stdibs to create a living space that reflects the brand's aesthetic in a comfortable way. "When we take the brand offline, we want the opportunity to welcome them into our home and into our family," explains Pattner. "Through 1stdibs we were able to curate an assortment of beautiful, mostly vintage pieces to channel the layered sensibility and inspiring authenticity of the Goop brand." Click through for a tour of the space.
Vivian Hsu Photography1/7The exterior walls of the shop-in-shop are swathed in a graphic, modern spin on chinoiserie by Fromental. Pattner describes Goop's aesthetic as "modern, elevated, feminine, clean, bright, honest," adjectives all represented in the space.
Vivian Hsu Photography2/7"People familiar with Goop often have a visceral reaction when seeing one of our pop-ups in real life, because we work very to hard to make each space a living, shoppable translation of our online aesthetic, content, and curation," says Pattner. "There’s a certain magic to it."
Vivian Hsu Photography3/7Products on display against another Fromental wallpaper. "A lighter design scheme on the exterior beckons you into a space where more moody chinoiserie transports you into a 'world of Goop' environment," explains Pattner.
Vivian Hsu Photography4/7"We worked with 1stdibs to curate pieces from local dealers so each shop has its own identity, while being in line with Goop’s overall ethos and aesthetic." In Seattle, a leather sofa and plenty of metallic finishes achieve a relaxed- glam aesthetic.
Vivian Hsu Photography5/7"Goop is such a personal brand, not just for us as employees, but for our readers, many of whom have been in the kitchen with Gwyneth since day one," Pattner says. "When we take the brand offline, we want the opportunity to welcome them into our home and into our family." Involving brands like Fromental and 1stdibs gives a certain sense of home.
Vivian Hsu Photography6/7The shop's assortment runs the gamut from cookware to skin-care products.
Vivian Hsu Photography7/7Armchairs in the living space.