PURE AND SIMPLE: GWYNETH PALTROW'S GOOP POPS UP AT LA'S BRENTWOOD COUNTRY MART

The view from above: a lived-in Southern California vibe is captured here through bare woods, unfinished concrete floors and a coat of white paint in Paltrow's LA Goop Pop Up Shop in Brentwood, California

A beautiful arrangement of flowers by Brentwood Country Mart florist, Botany, which is around the corner from the pop up

Capturing the laid-back chic style of Southern California, Gwyneth Paltrow's just-opened Goop Pop Up Shop at the charmingly picturesque Brentwood Country Mart has a little bit of everything, from jewelry to fashion and decor. With a focus on clean design, the assortment includes soft clothing in easy-to-wear silhouettes, delicate artisanal jewelry, a smattering of furniture and decorative accessories, children's items and cultishly collected Clare Vivier clutches. The shop has a casual air that lends itself to the California lifestyle.  Culling her favorite items in an edited setting, the lifestyle assortment is wide-ranging, with hard to find British beauty line Ila, monogrammed linen cocktail napkins and pillows from LA designer Peter Dunham. By the time I got there, it seems things had been selling, and with a no-returns policy, I think her LA fanbase, many of whom are her friends,  will love their purchases. Aside from the pale pink walls, soft, muted tones play off the warm wooden furniture around the two floor bungalow. Here is a look at what popped up in the Mart , open till May 11th. 

With the help of  LA interior designers, Amy Kehoe and Todd Nickey of Nickey Kehoe, the space includes a soft curvy grey tufted back sofa with Flokati pillow are flanked by two shiny rose gold and wood etageres with movable shelving, marble and metal coffee tables, and vintage seating made of eather and wood

Another angle shows a  large scale botanical painting and oversized swing arm sconce.  I call the look Warm Modern with a dash of rusticity.

Vintage silver cocktail shakers and entertaining essentials line the walnut shelves of the Oliver Furth-designed etagere with rose gold plated frame, part of his soon to be launched "industrial lux" collection

A rustic farm table serves as a place to display jewelry from Jennifer Myer and others, alongside smaller accessories. Minimal clothing in neutrals from Veronica Beard and more hangs on a single wooden rod suspended by rope in front a simple wooden stair railing

This store could just as easily be in East Hampton,  the East Coast equivalent of Brentwood, the charming town that the low-key chic Mart resides in. Bare floors covered in a neutral rug, and a giant brass pendant light highlights the all white wooden beams above

An Esther Podemski drawing, The Divide, hangs above a streamlined credenza displaying beauty products

The brightest thing in the store? An array of red, black and grey woven and printed pillows on a rustic bench in a corner upstairs

Stacks of jeans, tees and more Peter Dunham pillows

Leather bags next to shoes on a midcentury modern table

An easy way to add a pop of color to a sofa, throw pillows in stripes and black and white tribal prints with a couple of solids thrown in for good measure. Large African woven baskets that make great catchalls sit beside the array of soft goods.

Another shot of the flowering branches on the 2nd floor

The entrance to the Brentwood Country Mart, a red and white retail barn space that has been in existence since the late 1940's. Filled with a rotation of the best small boutiques, from Calypso to Turpan Home, the homey feel of the space is evident in its steeped-in-charm facade