Working under the direction of designer Kate McCollough, Liftoff transformed Goop, Gweneth Paltrow’s lifestyle blog and brand, into a sophisticated retail pop-up at the Brentwood Country Mart. The goal of Goop Gift was to create a beautiful, but simple space highlighting all of Paltrow’s “favorite things” for the holidays. The meticulously curated pop-up is complemented by a monochromatic, minimal interior. Custom, hand-made light fixtures bring a warm, industrial touch to the store. Liftoff crafted linear, geometric displays allowing the product to be the center of attention, and providing flexibility in merchandising.