It’s hard to think of a brand that embodies a lifestyle in the same way that Gwyneth Paltrow’s Goop does. To be a Goop consumer is to wear cashmere sweaters and use only clean beauty, to do pilates every morning and adorn your home in endless cream bouclé—and, well, to live as Paltrow does. (Or at least as you think she does.)
Now, however, there’s no more need for guessing. You can just know.
This month, the Goop Villa opens at Palm Beach’s famed Colony Hotel—a bookable residence that’s intended to be a fully immersive window into the Paltrow-built universe. Designed by Ronen Lev in a Mediterranean-style apartment, the “villa” has a Paris-meets-Palm Beach ambience: the walls are covered with either pastel Goop x Fromental botanical wallpaper or soft and sumptuous paint by Farrow & Ball, whereas rooms are dotted with cream and bouclé (obviously) furniture.
Meanwhile, a marble kitchen looks uncannily similar to the one in Gwyneth Paltrow’s Montecito guest house. There are light and airy curtains along with wool rugs, while a loft has a wicker daybed. Rattan and mohair can be found throughout, as well as accents of blush, grey, seafoam and green. “We’ve always dreamed of a Goop residence, a place where people could immerse themselves into our world of gorgeous, meditative interiors, with luxurious clean beauty in the bathrooms and elegant, timeless fashion in the closet,” Paltrow says.
That clean beauty she speaks of? Goop, of course, including its microderm Instant Glow exfoliator. Meanwhile, the concierge can arrange clothing from Gwyneth’s G Label. Although not everything is from Goop itself—the art on the walls, for example, was curated by the Tappan Collective and the coffee table accessories are Cartier—it is all Gwyneth-approved.
While “branded” experiences at hotels are nothing new—this summer, for example, a number of high-profile fashion houses took over beach clubs in Saint-Tropez and along the Amalfi Coast—very few have been as all-encompassing as the Goop Villa, which immerses you in a wellness world from the moment you wake up and order your breakfast from the Goop-curated menu.
Below, take a look inside the Goop Villa.
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