I am in a state of profound self-discovery. Barely three steps into the goop MRKT (because, of CRS!), and I am worried that I am not chic enough, not thin enough, and I am clearly wearing the wrong shirt (everyone shopping in this fabulous pop-up store seems to be Gwyneth-lite, in breton striped shirts). If Ms. Paltrow is selling aspirational lifestyle, she’s hit a homer — articulated by the crowds queuing up to buy a very deliberately edited high/low collection: everything from $2700 salad bowls to inexpensive kids sneakers. A celebration of the “physical expression of the brand”, goop MRKT features her new Juice Beauty organic skincare offerings and her latest cookbook, It’s All Easy. Well, goop, Gwyneth, and gang make it look easy — this temporary (closes Sunday!) shop has attracted a crowd that permanent brick-and-mortar stores dream of.
Housed in a significant Frank Lloyd Wright building on Maiden Lane, my Previously Owned by a Gay Man buddies and I were thrilled to get a look inside the former home goods store, which boasts a spiral staircase that was the actual prototype for the Guggenheim Museum. Of course, everything was tasteful, mindful, and on-brand — I’ve heard that people either love or loathe Gwyneth (I fall in the middle, and my biggest feeling is one of R-E-S-P-E-C-T!) — and everything from the handpicked merchandise to the interior design is so well-curated we almost forgot it was entrepreneurial commerce at its most stylish! At our Previously Owned by a Gay Man team meetings, we have jokingly banned the word ‘curated’, due to dangerous overuse, but Gwyneth and her goop MRKT have earned a pass. Editing is what they do, and they do it well. We left with candlesticks, moisturizer, and something called Sex Dust. But that’s another blog post!