goop MRKT Open in Amagansett for Summer

Goop MRKT in Amagansett
Goop MRKT in Amagansett. Photo: Stacy Dermont

To get to Montauk by land one must travel through Amagansett. In addition to a host of hot restaurants, art galleries and that repository of all things rock ’n’ roll, the Stephen Talkhouse, Amagansett’s Main Street now offers goop.

goop,” the modern lifestyle brand founded by Gwyneth Paltrow in 2008, opened as a pop-up installation, goop MRKT, for the first time last Saturday.

goop MRKT
goop MRKT. Photo: Stacy Dermont

Housed on the first floor of an old cottage at 145 Main Street, Amagansett, goop MRKT is a collaboration between goop and Charles & Co. Design Studio. As the press release says, “the design concept revolves around a general store reimagined as goop’s summer residence, inspired by the idyllic, and slightly eccentric, estates and gardens of the English seaside.” And it succeeds—the house still feels like a home, as if its proprietress has just stepped out to bag a trout or to pet the small decorative sheep in the backyard.

As the promotional material tells us, “goop MRKT offers goods across home, fashion with an emphasis on resort and swim, beauty, wellness…focusing on items to complete those quintessential summer moments at the beach, in the garden and entertaining outside. Along with curated picnic baskets, goop MRKT will feature a selection of beloved Amagansett breads by Eli Zabar, delivered daily. It will also be the only place in the Hamptons to offer exclusive Eli’s summer essentials, like his rooftop tomatoes and potted herbs, all grown on the Upper East Side.” At $9 a pound, these tomatoes are a new “high” in the Hamptons marketplace. If only East Enders could grow their own heirloom tomatoes here in July and August!

Attendees of the soft opening were treated to strawberry/rhubarb/basil/mint mocktails served in Mason jars and light bites based on recipes from Paltrow’s upcoming cookbook, which is due out next month.

goop MRKT
goop MRKT. Photo: Stacy Dermont

The release continues, “The assortment will also include a child-focused ‘Littles’ shop, created in collaboration with Illumination Despicable Me 3, as well as staples and installations from goop Label, La Ligne, Stella McCartney, Borgo de Nor, Totem Home, Organic Pharmacy, Jenning Rohn, Urban Electric, Kisuii, Framebridge, Rochelle Sara and Reebok, among others. Contributors to goop MRKT design and furnishings include Portola Paint, George Smith, Carleton V, Merida, Urban Electric, Cider Press Millwork, Stikwood, Woven and Jenning Rohn, among others.” Yes, they’re all here calling out from the astutely curated walls, shelves and tables. This is a special place that invites you to feed on tomatoes and bread and to wrap your loved ones in cotton and flax. A quiet oasis in a burgh overrun with people determined to be on a vacation from the everyday.

Is this pop-up the polar opposite of that hole-in-the wall “Dash” popup offering keychains and faux cut-off jeans that the Kardashians were “behind” on Jobs Lane in Southampton in 2014? Yeah, pretty much. Paltrow has a home in Amagansett and the brick and mortar goop is new-age meets old-money classy. All major credits cards are accepted—no cash or checks.

goop MRKT, 145 Main Street, Amagansett is open daily —10 a.m. to 6 p.m., through August 20. For more info about goop and updates on goop MRKT, visit  Join @goop on social media using #goopmrkt.

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