Gwyneth Paltrow arrived in foggy Union Square Wednesday night to celebrate the opening of Goop MRKT, a chic pop-up gallery featuring fashions, kitchenware, and beauty products from the her lifestyle site.

The shop, designed by Steven Volpe, is located at 140 Maiden Lane in an iconic architectural landmark building designed in 1948 by Frank Lloyd Wright. It’s open through May 22.

The spiraling lines of the interior and Volpe’s seventies Big Sur-inspired decor proved to be an alluring setting for Goop’s edit of health and wellness products. Of course, Silicon Valley’s tech Gods turned up to support.

“Gwyneth sent me an e-mail invitation, so I wanted to come and check it out,” said Kevin Systrom, founder of Instagram, who had just returned from attending the Met Ball. Twitter’s Omid Kordestani and Minted’s Mariam Naficy walked through the space to discover home accessories, books, and children’s wear.

“To see Goop brought to life here in Steven’s decor is very inspiring,” said Kordestani. “It’s a great way to show Goop’s point of view.”

“We chose San Francisco because we have a robust online audience here,” said Goop ceo Lisa Gersh, who noted that there are no plans for opening a permanent Goop store in San Francisco. She explained that as a digital brand it is important to offer clients and readers a way to see and feel the goods on offer. It is also a way for the company to test the retail waters, she said.

Local San Francisco companies were featured, including March cookware and tableware, and Matt Dick’s Small Trade linen shopping bags but the purpose of the pop-up was also to showcase products by Goop partners Reebok, Stella McCartney, Lands’ End and Old Navy, among others, said Gersh.

Also nibbling on caviar and mini veggie burgers were Juliet de Baubigny, Katie Traina, Max Bobinski, Anne-Sophie Deneve, and Zem Joaquin.

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