GOOP Is Opening a Brick-and-Mortar Store in L.A.

Photo: gwenythpaltrow/Instagram

When everything is sunny and clean and anticipatory in the world of GOOP, all is right in the universe. Gwyneth Paltrow just posted a photograph of a veiled storefront in Brentwood, California — with a hanging paper that reads "GOOP coming soon May 5 - 11." It's a pop-up store for Paltrow. 

The entrance is one of those doors that open halfway up, which seem quaint but only useful for: (1) horses (2) handing out Halloween candy. But we have full faith in our full, goopy hearts that Gwyneth will put this door to good use. Perhaps she will stand behind it and ask people to guess what sort of shoes she's wearing. A fun game to while away the hours.