Gwyneth Paltrow Celebrates Goop's New York Pop-Up Store and Its Valentino Collaboration

Gwyneth Paltrow Celebrates Goop's New York Pop-Up Store and Its Valentino Collaboration
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Gwyneth Paltrow may consistently rank in among Hollywood's best dressed leading ladies, but her world expands far beyond the red carpet. At the cocktail reception for the opening of the Goop Mrkt pop-up shop inside New York's The Shops at Columbus Circle, the actress shared insight into how her mostly-work-and-some-play philosophy drives her.

Dressed in a stunning long-sleeve Valentino frock with star detailing and rich embroidery, Paltrow welcomed guests including collaborators Valentino creative directors Maria Grazia Chiuri and Pierpaolo Piccioli as well as Roman and Williams principals Robin Standefer and Stephen Alesch, the duo responsible for the temporary store's chic aesthetic and also the starlet's TriBeCa apartment. "This was a really important collaboration for us and to be in New York city, where I grew up, and to come here with a pop-up and to have a really robust business that's growing, it's kind of a pinch me moment," Paltrow tells InStyle of her Smartwater Sparkling- and Dewar's-sponsored affair.

The pop-up isn't the first for Goop (previous ones have been held in L.A., Dallas, and Chicago); however, this one's a must-see. Inside the store a curated selection of Paltrow-approved fashion, beauty, food, and lifestyle goods are up for grabs from brands like Stella McCartney, Carven, Juice Beauty, and Staub. As for the star of the lifestyle site's brick-and-mortar locale? It's hands down the Valentino x Goop "Wonder Woman Valentino" capsule collection, which adds a punch of personality to the mix.

RELATED: Gwyneth Paltrow's Goop Is Getting a Holiday Pop-Up Store in Manhattan

For Grazia Chiuri, Paltrow is nothing but a Valentino muse, crediting her "tomboyish" style for their adoration. "She was very close with our brand with Mr. Valentino and Mr. Giancarlo Giammetti and we believe in our heritage. We improve our vision also with our kind of women—we think it's important that we don't propose only one way to be beautiful," Grazia Chiuri says. The collection "is a way to do something with a celebrity in a different way, not only on the red carpet with the pictures, but something more personal, more different, and also fun," she says.

"We were honored that she called us," Alesch says of the project. Standefer shared similar sentiments: "It's a fun opportunity to be part of a fun retail concept that's in a place that's this traveled, that allows you to be a little experimental. We like to do a lot of things that are lasting and sustainable, but there's real freedom to doing something like this."

So what would be Paltrow's proudest Goop moment? "I really love employing women and people," she says. "To create a company and a culture that employs people—we try to bring out the best in people and we're a really collaborative environment. We're up to 40 people now and that I kind of can't believe. I feel really proud of us for that."

And while it's clear that work does come first, there is hope that we'll get to see her stun on the red carpet come awards season. "I'm so focused on my business and I've been sort of out of the movie world, but I'll go if my mom [Blythe Danner] gets nominated, which might be a possibility. Then I'll be nervous in the awards season thing, for sure!" Our fingers are crossed.

PHOTOS: Gwyneth Paltrow's Changing Looks

Goop Mrkt is now open inside The Shops at Columbus Circle at the Time Warner Center in New York through Dec. 24.

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