Project: Goop Headquarters
Architects: Rapt Studio
Location: Santa Monica, California
Photography: Madeline Tolle
Text by Rapt Studio
Goop’s growing team was dispersed among a series of separate buildings and needed a place to concentrate their energy and efforts.
Rapt designed the lifestyle brand’s new, light-filled Goop headquarters in Santa Monica to preserve the buzz they’d maintained in close quarters while giving big ideas room to roam.
Founded by Gwyneth Paltrow, Goop is a modern lifestyle brand and resource for people aspiring to put wellness first. It takes a multifaceted approach to health, travel, and style, creating and recommending products while producing thoughtful content on living holistically.
Goop’s growing team was dispersed among a series of separate buildings and needed a place to concentrate their energy and efforts to propel the brand into its next phase of development. Rapt designed their new headquarters in Santa Monica to bring everyone together under one roof. Because Paltrow thinks of goop as a family and prioritizes the wellbeing of the entire company, the space feels like home.
Sweeping curves emerge in larger architectural moments and are echoed in small furniture details – gestures that guide people through the office and create an intrinsic flow.
A custom reception desk designed by Rapt and fabricated by North Hollywood-based Artcrafters, above, welcomes visitors. Sleek and sculptural, it mimics the scooped forms in the company’s name. Adjacent, a wide, sinuous, rounded metal screen fabricated by Bayly Art wraps around the room (right). The color palette – soft, warm, and inviting – is equally pleasing to the senses.
Space to Create
Numerous spaces around the office are designed to cultivate expansive thinking and creative development. A high level of transparency within the space and between teams supports open communication and productive collaboration, creating a culture of empowered partnership.
Room to Breathe
Equally important to the active areas but wholly different in nature are the string of calm sanctuaries that offer employees the chance to retreat and find a private moment to balance the social, extroverted work of collaboration. An executive conference room provides a comfortable space for leadership to meet, where branded merchandise chronicling goop’s history and evolution is displayed (below). A yoga room offers space to breathe, stretch, or even take classes taught by employees and outside practitioners. Secluded lounge spaces, personal phone rooms, and cozy booths with scooped seating are meant for quiet time – because at goop, employees know that productivity requires occasional moments of respite. These spaces – cocooned and concealed – are designed for reflecting, replenishing, and recharging.
Areas for Experiments
The test kitchen, above, was designed for recipe experimentation and for filming the YouTube series hosted by Paltrow and other goop editors.
In the showroom, left, visiting clients have the chance to peruse and test out the brand’s newest products.
Across the office, there are all kinds of spaces that support every arm of the business: a photo and video studio and a podcast recording studio, to capture and create new multi-platform content; a product room and lab for wellness innovation; and a fashion and design workroom for exploring styles and designing new collections for G. Label.
Through intentional design, this workspace catalyzes mindful interactions and sparks everyday experiences rooted in clarity and purpose. It unites the goop community and allows the company to continue innovating as thought leaders and culture changers. Synthesizing goop’s essence and clean, tasteful style, it caters to mind, body, and spirit, inspiring employees to not only work well but live well too.
