January 18, 2021

Goop Launches First Pop-up Store in the Hamptons

Goop is heading to the Hamptons.
Gwyneth Paltrow will open the brand’s first Hamptons pop-up, Goop Mrkt, on July 1. The boutique will take over a 100-year-old cottage in Amagansett that has been designed by former Soho House interior designer Vicky Charles, who runs her own business Charles & Co., with landscape work by Miranda Brooks.
“There is a farm-to-table feel to it, like a general store, which is really fitting in the old building,” says Charles, who took on the project as one of her first endeavors since leaving Soho House after 20 years. “But Goop has a modern take on the general store vibe, so it’s everything you need in the Hamptons, but stored for a six-week period.”
The resulting interior design is a blend of Charles’ English roots, which she says Paltrow loved after seeing her work at the Soho Farmhouse in Oxfordshire, and the American spirit of the Hamptons. In short, it’s a “farm country look, but I brought it to the beach.”

A bag from Goop Mrkt.

“I involved a really big, old counter — an antiqued general store counter with a big zinc top,” she says of the interior’s highlight. “We created all this kitchen shelving in

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