The Goop Mrkt Toronto pop-up is at the Hazleton Hotel until September 22.Adrian Gaut/Handout
A pioneer in the booming modern wellness movement, Gwyneth Paltrow’s Goop is spending the summer in Toronto. From now until Sept. 22, the Goop Mrkt retail concept will be located in Yorkville’s Hazelton Hotel. Designed by Yabu Pushelberg to evoke the area’s history as the birthplace of the Toronto International Film Festival, the 1,300-square-foot space is the first Goop Mrkt pop-up in Canada.
What started out as a newsletter in 2008 has quickly grown into a 360-degree media brand, a platform that includes the recently launched Goopfellas podcast focused on men. Goop’s endeavours now go beyond the digital into real-world experiences such as the In Goop Health wellness summit, which had a stop in Vancouver last year. “For Toronto, we wanted to do something bigger, a little flashier,” Elise Loehnen, Goop’s chief content officer, says. “The context and the setting – it’s all important. We spend a lot of energy thinking about every single detail.”
At the Goop Mrkt, find goods curated specifically for Goop’s Toronto audience. “Canadians tend to be a little ahead in terms of wellness, you sometimes set the pace for us as a brand,” Loehnen says. There’s clean beauty from Tata Harper, Vintner’s Daughter and Goop’s in-house line, fashion by Bassike, Rhode and Natalie Martin and home and wellness items. To further bring the space to life, there will be in-store events such as tarot-card readings, trunk shows and piercing parties. “Story is part of the entire experience, whether it’s retail or actual content on the site,” Loehnen says. “We pick brands and the lines that we sell really carefully.”
Goop Mrkt Toronto, 118 Yorkville Ave., Toronto, 416-968-6144, goop.com.
Goop by Juice Beauty Luminous Melting Cleanser, $125.Handout
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