Nestled within the storied Brentwood Country Mart, goop Lab is the product of Roman and Williams’ second collaboration with goop, following their first retail pop-up store in New York City. Goop Lab is a permanent shop and wholly an expression of the goop brand and its owner, Gwyneth Paltrow.  Roman and Williams relied on a familiar narrative in creating goop Lab, as they have created the residences of Paltrow herself – a visit to goop Lab is like a walk within its ideal home, as guests are free to experience and engage with what they see room- by- room; visual nourishment achieved by Roman and Williams.

To start, the location: Brentwood Country Mart possesses a history deeply rooted within its Los Angeles community starting in the late 1940’s. Tucked away behind its red barn exterior, its shop stalls are found within narrow stone floor corridors open to the Californian sun above. Whether it’s the post-office, Diesel bookstore, the Mart’s barber shop, or a small papery, the neighbors of goop Lab have a strong tradition of being a welcoming and familiar destination to locals, a fitting home for Paltrow who used to visit as a child.

goop Lab channels the same, what is familiar and welcoming; and ultimately what is natural. It is an immersive experience for its discerning goop.com followers and the close knit So-Cal community. Roman and Williams sought to honor this direction by creating an environment that embraced this community, celebrated the feminine, all the while conjuring a story to tell within each room they created.

Upon entering the double doors directly connected to the Mart, guests walk through the mudroom and into the greenhouse. Plants line the along walls, a rich and weathered wood floor lays below, and a stretching skylight allows the

natural light above to flood in. Antique orangerie windows create a warmth to match, connecting the mudroom to the greenhouse. A porch outdoors hosts vintage stone tiles that connect the greenhouse to its verdant counterparts beyond the threshold.

Next, a focal point to goop Lab: the apothecary, a center for wellness and beauty. To start, the kitchen, host to goop’s cooking demos. A sense of familiarity arises as the kitchen always feels it is the nucleus of a gathering. Roman and Williams created cabinets with dusty grey colors and brass detailing. Ahead, a grand vanity designed by Roman and Williams was created as centerpiece, a veritable font for beauty. It is an octagonal fixture partnered with matching silver and custom étagères. Gloss crackled tile in blush pinks lines the apothecary nook, and blush-colored palettes abound.

Lastly, the living room is whimsical with a sense of ease and accessibility. To outwardly display the chic and evolving collection of goop’s fashion offerings, the innovation of a magnetic system in crème and white enamel lines the wall– mirroring the goop.com online experience, as guests can observe and don as they choose. A signature mix of objects adorns the living room: from a casted bronze branch custom made as a hanging fixture, a beautiful vintage mantle, a day bed and bar cart from Roman and Williams’ Founding Collection, a David Wiseman chandelier, to a pair of stylish mid-century vintage chairs, the orchestration brings a boundless depth and feeling. Warm neutral palettes exuded in the wall coverings further echo the living room’s transcendent qualities: fantastical, elevated, and inviting.

goop Lab is a holistic crescendo of an experience, inviting from the start and inspiring at its end.