Gwyneth Paltrow opens Goop store in New York

Joining the trend of online ventures going brick-and-mortar is celebrity lifestyle brand Goop. After conducting practice runs in Los Angeles, Dallas and Chicago, Gwyneth Paltrow will be opening her first pop-up boutique for Goop in New York starting next week.

On Monday, November 23, Paltrow will open a brick and mortar shop for her online lifestyle concept at the Time Warner Center in New York, which will showcase a capsule collection in collaboration with Valentino, reports women’s trade publication WWD.

The Valentino x Goop “Wonder Woman Valentino” collection is overseen by the fashion label’s creative directors Maria Grazia Chiuri and Pierpaolo Piccioli.

Also collaborating on the project is Roman street artist Solo, who often depicts comic book characters in his street art.

Shoppers at the New York Goop Mrkt can expect to find luxury items at luxury prices, like a leather jacket emblazoned with a falcon motif for US$6,950 and a tulle dress bearing the same motif for US$8,900.

Other brands stocked at the shop will include Nili Lotan, Carven, Stella McCartney, Kjaer Weis, Juice Beauty and Staub.