According to Food & Wine, the products offered at the goop pop-ups, called Goop-in@Nordstrom are broken up into categories, “what we put on our bodies, what we put in our bodies and how we treat our bodies.”
And, according to the Nordstrom press release, “Each shop is merchandised as an enclosed living space, with furniture and design by 1stDibs and custom Chinoiserie wallcoverings by Fromental.” This type of concept store falls in line with aspirational shopping that allows customers to browse the lifestyles of their favorite celebrities, by buying products that are curated by the celebrities themselves.
Olivia Kim, Vice President of Creative Projects at Nordstrom says in the aforementioned press release that, “We love how goop has created a lively community around everything from zoodles to Zen. They have a way of conveying wellness concepts so they are not only easy to understand, but also adopt and make a habit into a ritual.”
Paltrow added, “Our pop-ups have been an incredible opportunity to really connect with our readers and shoppers across the country—this partnership with Nordstrom allows us to provide that experience on a heightened level of scale, touching new markets and shoppers in the process.”
What exactly can you find at the pop-up? Nordstrom notes that you can expect to find everything from “clean beauty and skin care to kitchen essentials and mindfulness enhancers.” In other words, everything you love to hate about Gwyneth and goop.
goop-In@Nordstrom is in the following Nordstrom store locations and online from May 12 to June 25: