Goop Pop Up . New York


Roman and Williams, normally focused on custom craft and long-term sustainable thinking is ready to rock a refreshing and new short-term Pop Up. The firm’s principals Robin Standefer and Stephen Alesch were well aware of goop Creative Director Gwyneth Paltrow’s status as an innovator and taste-maker from the experience they had designing her New York home, and they also knew of Valentino’s iconic status in the fashion world. The chance to bring these three singular talents together under a single roof, at one of the top shopping destinations in the world, coincides with a time when Roman and Williams is developing a growing reputation as creators and curators of unique and hand-made furnishings and accessories. 


The pop up  is a place where, for a brief moment, goop’s brand comes to life in three dimensions, as a heightened shopping experience in a high touch loft-like setting. Interpreted by Roman and Williams, the space also reflects Gwyneth’s unique aesthetic and advanced eye for trends, but with the rawness of Roman and Williams’ hand-hewn and artistic downtown sensibility. The firm fluently harmonized the high-octane chic of Valentino by creating unexpected contrasts, re-working the empty storefront in a very brief construction period and adding a custom-curated selection of furnishings and accessories that energize the space.