Goop’s New Boutique in Northern California: A Fusion of French Elegance and California Spirit

Gwyneth Paltrow’s renowned wellness brand, Goop, has launched its latest boutique in Larkspur, Marin County, Northern California. This new addition to Goop’s portfolio is the sixth boutique but the first to feature an in-store treatment room, setting it apart in both design and experience. The store was created in collaboration with viaClover, an Orange County-based design studio, to translate Paltrow’s vision into a unique blend of French elegance, New York sophistication, and relaxed California energy.

A Distinct Setting in Marin County

The boutique is nestled in Marin Country Mart, a setting inspired by a New England maritime village. Larkspur itself, surrounded by iconic Redwood trees, carries a blend of modern tech culture and a nostalgic 1970s vibe. This distinctive environment grounds Goop’s new boutique in the natural and cultural beauty of Northern California.

Realising Gwyneth Paltrow’s Vision

Paltrow and viaClover’s team began collaborating over Zoom, with Goop’s VP of Store Development, Matthew Blythe, facilitating the introduction. “The process was smooth and inspiring,” says viaClover co-founder Gresham Taylor. Paltrow’s vision—a store reflecting prewar New York apartments and vintage French cafés—was realised through custom furnishings and design elements that balance refined sophistication with a welcoming, shop-able atmosphere.

A Blend of French, New York, and Californian Aesthetics

The boutique’s centrepiece, a beauty room with checker-pattern tiles and a custom onyx sink, draws customers in, leading them naturally to Goop’s curated jewellery and G. Label clothing. The interior’s aesthetic channels a playful spirit, with Taylor describing the space as if “Fleetwood Mac had an apartment in the Upper East Side.” Curved elements like a lobby table and rounded arches in the mirrors soften the commercial setting, creating an approachable, open feel.

To reflect both French and New York inspirations, the design incorporates wood trim, rattan shelving, and walnut details reminiscent of prewar New York apartments. Materials like travertine, patinated metal, and onyx add depth and a touch of elegance. White oak, used for many fixtures, aligns the design with Marin County’s natural landscape.

Flow and Design Concept

The 112 metre square space is divided into four main sections—clothing, beauty, home, and spa—each offering a distinct experience. viaClover’s design utilises skylights and varied ceiling heights to create volume and draw guests further into the space. The beauty room, set apart as its own space, creates a calming atmosphere, allowing guests to explore and discover the treatment room hidden toward the back.

A Warm Palette of Neutrals

Soft browns, light plum, and off-whites make up the boutique’s colour palette, creating an inviting, understated luxury. Taylor explains, “We wanted the space to feel both surprising and familiar.” With its nostalgic charm balanced by modern elements, Goop’s Larkspur boutique achieves a unique and elegant ambiance in the heart of Northern California.

Photography by Yoshihiro Makino (Instagram @yoshihiromakino)