Gwyneth Paltrow chose the location of her first standalone store for more than its charming aesthetics.“It’s fitting that Goop Lab is in the Brentwood Country Mart, which has been a part of my life since I was a child,” she tells Architectural Digest, adding it “even occupies part of the candy store I used to walk to. Like it or not, Goop’s store cements the 44-year-old entrepreneur’s lifestyle creed in living an uber chic, nontoxic, health-centered existence- I so hear you, Gwyneth. The quaint shopping center in Los Angeles houses everything from artisanal restaurants to high-end boutiques, and now plays host to Paltrow’s new permanent shop. Outfitted with help from her personal interior designers Robin Standefer and Stephen Alesch of Roman and Williams, Paltrow says, “We see the store as an extension of Goop HQ: You’ll see our food editor cooking in the kitchen at events or our beauty buyers trying out the in-store beauty services.”
“We had this idea that it was a home. And it was a slightly rural home versus being an urban home,” says Standefer. “It’s almost a state of mind.”Bead-board cabinets in a dusty gray from Portola Paint embrace the farmhouse feel in the kitchen, while a daybed from Roman and Williams’ Founding Collection and a brick fireplace create a stay-awhile vibe in the living room. Although it will carry Goop’s signature products- as well as home décor and a gardening section- it’s a far cry from your average shopping outing. According to Standefer employees are encouraged to “pull up a chair” and help answer buyers questions. In retail right now, experience is everything,” Standefer says. “The idea is also to be educated while you’re shopping.”Hopefully the staff is prepped on healing stickers and jade eggs. www.shop.goop.com/shop/collection/featured-shops/goop-lab
