At the Helm of a Wellness Empire, Gwyneth Paltrow Takes Design Seriously—The New Goop Boutique in Northern California, Designed in Collaboration With viaClover, Proves It
Wellness and self-care can feel increasingly difficult to achieve in today’s fast-paced world, where demands on our time and energy continue to escalate. Goop, initially launched in 2008 by American actress Gwyneth Paltrow, offers pathways to prioritizing well-being, which include expertly curated beauty products and fashion items to help customers look and feel good, and elegant home accessories for creating the perfect nest for relaxation and recharging. The label’s sixth and newest shop with viaClover is a testament to its mission, being the first to feature an in-store treatment room.
Nestled in Northern California, in the small town of Larkspur, surrounded by nature in the heart of Marin County, the store is an aesthete’s dream. Located in the Marin Country Mart—originally built in 1975, later redeveloped by Jim Rosenfield in 2009—the new Goop location fits right into this area, inspired by a New England maritime village.
The team of Orange County-based design studio viaClover, who crafted the interiors and custom-made much of the boutique’s furniture, seamlessly translated Paltrow’s vision into a physical space, blending influences from France and New York City with a distinct Californian spirit.
“We first met Gwyneth Paltrow on a Zoom call via Goop’s VP of Store Development Matthew Blythe, who we’ve previously worked with,” remembers Gresham Taylor, co-founder of viaClover and furniture brand Avalanche.
“We quickly ran through our capabilities, showed her our facility, and immediately started talking about her vision for the concept. The collaboration was fairly simple. We worked out samples, went through a few design mockups, and after a few adjustments from Gwyneth Paltrow, we began fabricating and building out the store.”
Blending several inspirations, the decor reflects a free-spirited energy that is effortlessly elegant.
“In the end, for us, this particular project called for simplicity,” says Gresham Taylor. “We wanted the space to be approachable and more importantly, shoppable.”
The inviting atmosphere was created through the use of several rounded elements, such as the lobby table and arches in the doors and mirrors. As a nod to New York, the design team introduced wood trims, moldings, and the casework; the rattan door back shelving unit perfectly complements the wood floors. Meanwhile, the subway tile wall, travertine counter, floor tiles, and walnut rounded doors and lighting add a French touch.
“I aimed to maintain a warm ’70s vibe, reflecting Marin’s history and my memories of family and friends’ visits up north, where spaces were filled with ferns and wood,” explains Gresham Taylor.
“I really like Rob Moffitt’s creations from Hausplant, which blend modernity with a nostalgic feel—raw and quickly executed. Despite the East Coast/French brief, I also wanted to honor the Bay Area’s authenticity and keep the design connected to the local Northwestern surroundings.”
Branching off of the main entrance of the 1,200-square-foot store, the four sections are dedicated to G. Label clothing (Goop’s own brand), beauty, home, and spa.
“We highlighted the beauty section as its own isolated space, which was intentionally designed to pull the customer toward its center, creating a calming and familiar feel that we hope sets the tone for the entire experience,” describes Gresham Taylor.
Charming and elegant, the whole space makes you want to indulge.
Gwyneth Paltrow | viaClover | viaclover.com
Photography by Yoshihiro Makino
