46 DIGS.NET
| 4.18.25
A
R
C
H
I
T
E
C
T
U
R
E
+
D
E
S
I
G
N
P R O F I L E | G W Y N E T H PA LT R O W | V I A C L O V E R
Californian spirit.
"We first met Gwyneth Paltrow on a Zoom
call via Goop's VP of Store Development
Matthew Blythe, who we've previously
worked with," remembers Gresham
Taylor, co-founder of viaClover and
furniture brand Avalanche. "We quickly
ran through our capabilities, showed
her our facility and immediately started
talking about her vision for the concept.
The collaboration was fairly simple. We
worked out samples, went through a
few design mockups and after a few
adjustments from Gwyneth Paltrow, we
began fabricating and building out the
store."
Blending several inspirations, the
decor reflects a free-spirited energy
that is effortlessly elegant. "In the end,
for us, this particular project called for
simplicity," says Taylor. "We wanted the
space to be approachable and more
importantly, shoppable."
The inviting atmosphere was created
Rosenfield in 2009 — the new Goop
location fits right into this area inspired
by a New England maritime village.
The team of Orange County-based
design studio viaClover, who crafted
the interiors and custom-made much
of the boutique's furniture, seamlessly
translated Paltrow's vision into a physical
space, blending influences from France
and New York City with a distinct
