Goop’s New Pop-Up Feels Just Like Summer

Peek inside the brand’s idyllic Hamptons outpost.

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Gwyneth Paltrow’s now-iconic lifestyle brand, Goop, needs no introduction: Since 2008, Paltrow has been providing readers with the very best in home, fashion, and beauty—and now, her new summer pop-up in Sag Harbor in the Hamptons aims to combine the three in a super chic, accessible way.

“Our offline retail experience is rooted in creating livable, shoppable spaces,” Noora Raj Brown, Goop’s vice president of communications, tells Domino. “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. So, when we take the brand offline, we want the opportunity to welcome them into our home and into our family.”

The Sag Harbor pop-up was specifically rooted in the concept of an idyllic countryside. Running from May 25 to September 3, the new concept works with the location to stay true to the theme of the area—which is how it differs from the Amagansett pop-up from last year.

“We always take the lens of ‘If Goop lived in XY city, what would that look like?’” says Brown. “For Amagansett, we found a 300-year-old storefront on Main Street, and had Miranda Brooks design the gardens. For Sag Harbor, we wanted it to feel like a friend’s idyllic cottage. The paint colors our designers sourced from Farrow & Ball are mostly light and airy, and the location is steps from the water.”

The light-filled space strictly adheres to this nautical theme, from the vast selection of swimsuits to the navy striped carpeting all around. The natural wood dining table and woven baskets provide an almost rustic, farmhouse vibe, but the sleek items on display—from soft white marble table accents to intricately carved glass—have a decidedly modern feel to them. Equally fun is a built-in bathtub filled to the brim with textiles.

“Sag Harbor has an understated, chic quality: It’s beautiful, right by the water, and filled with wonderful antique stores. It’s perhaps a little more family-focused and less trendy than other hamlets,” says Brown. “It’s a classic. We felt those qualities fit well with our point of view at Goop.” The soft, natural decor elements present in the shop definitely have a timeless quality to them, and also allow the products to take center stage.

At this outpost, guests can shop a huge variety of chic fashion and lifestyle items vetted by Paltrow herself: a summer-inspired fashion closet by Saks Fifth Avenue, Paltrow’s own line of apparel entitled G. Label, a summer edit by Prada, marble tabletop items by Caravan, an assortment of vintage furniture, and natural beauty products by several luxury brands, including Herbivore Botanicals and CAP Beauty.

“Our mantra is to make every choice count, and that’s integral in shopping,” says Brown. “We want to provide our customers with pieces they will cherish, whether that’s the perfect white summer bag from Prada or a marble tray from Hawkins New York that they can’t wait to give their weekend hosts.”

And of course, it wouldn’t be summer in the Hamptons without an outdoor space perfect for enjoying the salty sea breeze and the sun’s warm rays—which is exactly what the Goop pop-up provides with its stylish backyard area. A multitude of plants lend some greenery to the space, with comfortable rattan furniture and blue accents evoking the water.

“It was important for the Sag Harbor pop-up to feel cozy and familial, which is why we anchored the space with seating areas, and included the herb garden,” says Brown. “When we think about summer in the Hamptons, we always think about the quintessential moments outside: Spending the day at the beach, picking fresh herbs from the garden, and those long, lingering dinners. The outside space is filled with fresh potted herbs, rooftop tomatoes, and beloved breads by Eli Zabar, delivered daily. The idea is that people can pick up a coffee and linger outside, or grab a baguette and head to the dock. We’ll also use the space to host parties throughout the summer.”

The Goop Sag Harbor Pop-Up is located at 4 Bay Street. It is open from 10am to 6pm daily, and runs from Friday, May 25 to Monday, September 3.

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Nikhita Mahtani


Nikhita is originally from Mumbai, India, but has called NYC home for over a decade now. She’s a huge fan of nutrition and fitness, and spends most of her free time researching the latest trends and easy, healthy hacks. She also loves to travel—just don’t take her anywhere cold.