Goop’s New Headquarters Is Soft Curves and Airy Spaces

published Aug 4, 2020
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Goop is growing up. The lifestyle empire, helmed by none other than Oscar-winner Gwyneth Paltrow, opened up its new Santa Monica headquarters for Architectural Digest’s Style issue, and it’s safe to say it’s the uber-serene office of your dreams. 

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“We were at a natural inflection point. We’d outgrown our old offices, which were spread out in a bunch of rustic little barns, Paltrow told AD. “We needed to have more than one toilet for 80 people.”

Determined to eschew the traditionally stale corporate aesthetic, Paltrow shot down several offices that didn’t give off the vibes she wanted to promote. They settled on a 57,000-square-foot facility, the New York Times reported, housing their 250 employees amongst floor-to-ceiling windows, wide open spaces, and plenty of outdoor space. Think of a less-crowded The Wing location, with more muted tones and crisp ocean breezes. It’s quite a step up from their previous headquarters, which was a chicken coop, once upon a time. (Yes, really.)

 “We still wanted to keep the California feeling and build on the energy and character of the old office,” Paltrow says.  

With Rapt Studio on board to create the space, Rapt president and creative director Sam Farhang decided to skip the typical questions when it comes to office space. Instead, they stuck to things that aligned with her brand.

 “We talked to Gwyneth about what Oprah means to her, what yoga means to her,” Farhang told AD. “She thinks of Goop as her extended family, so the office had to be warm and inviting, with a vaguely residential feel.” 

In the reception area, a custom wooden reception desk resembles the rounded forms of the Goop logo. A modern pink couch welcomes guests under sinuous gold shelves, while natural light streams in from the sunny mountains of Santa Monica. The social area feels like the hub of the building, with crescent-shaped banquettes and round dining tables for everything from meetings and dining to brainstorming sessions. That continues outside on the primary outdoor terrace, where employees can hang out or even host a meeting on the heated furniture during the chillier months. 

There’s also a pair of test kitchens, equipped with plenty of counter space and top-of-the-line equipment and appliances for cooking up the latest recipes to feature on the site. Additional spaces include the “wellness lab” for research and development, as well as a fashion closet and recording studios. A mini Goop store/showroom provides a spot for VIP clients to pop by and check out the company’s latest creations.

Naturally, Paltrow has her own private office tucked behind a glass wall, but it’s nothing too extravagant. Her one ultra-luxe request? A bathroom of her own that’s attached to her office.

“My one diva-ish request was for a shower because I’m always coming to the office fresh from exercising, and I need to do a lot of hair and makeup for asset creation,” says Paltrow. “Outside my office there’s a big area for the executive team to hash out ideas. It reminds me of the kitchen table we sat around when we started the company. That’s where the inspiration happens.” 

Credit: Architectural Digest