Gwyneth Paltrow’s Goop comes to life for the holidays

Also on sale is a playful collection of sparkly, star-adorned dresses, jackets, sneakers and accessories from Valentino creative directors Maria Grazia Chiuri and Pierpaolo Piccioli for the capsule collection dubbed Valentino x goop.

Gwyneth Paltow at the opening of her pop-up store in New York. Bastien Inzaurralde / AP Photo

Gwyneth Paltrow's lifestyle site Goop is alive and well in the analog world.

Paltrow, with a hand from the fashion house of Valentino, hosted the media on Wednesday, December 2, at her pop-up shop Goop Mrkt, which will remain open until Thursday, December 24 at The Shops at Columbus Circle in midtown Manhattan’s Time Warner Center.

“It’s so nice for all of us as a company to experience the digital come to life in brick and mortar, and to be able to bring the whole lifestyle piece to an actual physical store,” Paltrow said.

Among the beauty products, housewares and other goods selected by Paltrow for the shop is a playful collection of sparkly, star-adorned dresses, jackets, sneakers and accessories from Valentino creative directors Maria Grazia Chiuri and Pierpaolo Piccioli for the capsule collection dubbed Valentino x goop. They’re displayed in the shop under a bright Wonder Woman mural.

“I think of the Wonder Woman aesthetic being like Goop in a dream,” Paltrow said. “It’s kind of like the highest possible end of what we do, you know. And it’s fantasy in a way. It’s really high fashion and it really embodies the luxury aspect of the business.”

She said busy mums like herself must be Wonder Women on a regular basis.

Paltrow said she enjoyed Thanksgiving with her "consciously uncoupled" ex Chris Martin and their kids, along with singing on Coldplay's track Everglow from the band's upcoming album.

“We had a really nice time,” she said.

As for Christmas, Paltrow hadn’t given much thought to what she’d like as a gift.

“I wouldn’t mind something from the Valentino collaboration, and I really like that new Apple Watch, the Hermès Apple Watch. I got my eye on that,” she said with a smile.

Paltrow wore one of the Valentino pieces, a tulle mini-dress.

It’s not the first Goop pop-up. The company has set them up in Dallas and Chicago in the past.

“It’s a lot of work getting it together for such a short amount of time, but we have a great time doing it,” Paltrow said.