With summer in action, now is the best time to discover all of the latest pop-up shops that are happening in your city. Lifestyle brand GOOP is the latest to host a pop-up exhibit in the trendy area of Yorkville, Toronto. Here’s the scoop on goop.
For the first time, goop, the lifestyle brand founded and helmed by Gwyneth Paltrow, will bring its beloved pop-up MRKT concept to Canada’s largest city. Opening June 7, goop MRKT Toronto will take shape inside of The Hazelton Hotel in the Yorkville neighborhood, with goop- approved favorites in clean beauty, wellness, luxury fashion, and curated home essentials.
“We’ve always been in awe of our neighbors to the north, which is why we picked Canada as the first place to launch e-commerce internationally in 2017. Since then, we’ve created moments in Montreal and Vancouver, so it felt like the natural next step to activate in Toronto with our first goop MRKT pop-up shop. We hope locals and travelers alike will enjoy what we have to offer at goop MRKT Toronto,” said Melanie Ramer, goop’s vice president of retail.
As with other goop retail locations, goop MRKT Toronto will host a series of intimate events for shoppers throughout the summer. Flow Alkaline Spring Water, goop’s first sustainable water partner, will be on tap at all events to provide naturally alkaline spring water in original and organic flavors to hydrate guests.
“Creating the right tone for the pop-up has been an interesting process, a coming together of the psyche of what Toronto is all about with the strong personality of the goop brand,” shared George Yabu and Glenn Pushelberg of international design firm Yabu Pushelberg. Adding “If the goop customer lived in Toronto, she would feel differently and live differently than the one in New York or Los Angeles. Each city and each context is unique, and that is the challenge, and the fun.”
The 1,300-square-foot pop-up space, tucked inside The Hazelton Hotel, hums with serene energy of the surrounding Yorkville neighborhood; the birthplace of the Toronto Film Festival.
This history is what compelled Yabu Pushelberg to draw on the inspiration of the impermanence of a film set to design the goop pop-up interior. From high-fashion moments to curated housewares, the pop-up is designed for guests to be immersed in subtle, unexpected details that collectively tell the stories of a goop shopper, observer, and admirer.
Goop is a lifestyle brand with its roots in content across six key pillars: wellness, travel, food, beauty, style, and work. Within those pillars, goop curates and sells a tightly edited array of products; we also make our own goods in beauty, fashion, and wellness.
Goop launched in the fall of 2008 out of Gwyneth Paltrow’s kitchen as a homespun weekly newsletter. GP wanted to share her unbiased travel recommendations, health-centric recipes, and shopping discoveries, and she also wanted to get her own questions—about health, fitness, and the psyche—answered. goop continues to be a place for GP, now the company’s CEO, to introduce readers to incredible experts who have mentored her throughout her life, along with new ideas about where to shop, eat, and stay, plus clean recipes.
Check out the lifestyle brand’s location and hours to plan your visit!
Dates: June 7 to September 22, 2019
GOOP MRKT Toronto, 118 Yorkville Avenue
Monday – Saturday: 10 AM – 6 PM, Sunday: 12 PM – 5 PM