Yabu Pushelberg Unveil Goop’s First Toronto Pop-Up

Before it was compulsory for celebrities to become CEOs, Gwyneth Paltrow was a movie star. Now she’s a movie star and the founder of Goop, a lifestyle brand that sells everything from Hamptons-set clothing to such wellness and beauty products as “skin-boosting ingestibles.”

For Goop MRKT, a bricks-and-mortar pop up at the base of The Hazleton Hotel in Yorkville, the brand tapped award-winning Toronto studio Yabu Pushelberg. “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,” say George Yabu and Glenn Pushelberg.

Tasked with creating a temporary home for Paltrow’s wide-ranging wares, the studio took inspiration from the world of cinema. Namely, impermanent film sets. Sweeping pink curtains encircle and divide the space, invoking Hollywood-worthy romance. Above and underfoot, beachy rattan pendants and floor coverings usher in sunshine-coast vibes. The interior is restrained and elegant — and worth a visit — even if you aren’t entirely convinced by the virtues of celery juice.

Dates: June 7 to September 22, 2019