Lifestyle and wellness brand goop is coming for your screens. As of today, fans of Gwyneth Paltrow’s brand will be able to shop a digital version of their Toronto MKRT pop-up store in Yorkville, Toronto, all from the comfort of their own home.

Don’t expect this to just be a glorified version of, either. Through September 22, shoppers can virtually navigate through a rendition of the Toronto store and explore goop products, enjoying curated content by the brand along the way. It’s like online shopping, but better.

The digital store mimics the real-life store’s set up between the homeware, apparel and beauty. Products available to purchase through the VR experience include all goop products, from its own line of clean skincare, G. Label apparel and swimwear, and Paltrow’s books of recipes. So while you’ll have to go to the store in person to explore the curated selection of other brands, you can still get a fun browse out of the digital one.

The digital experience is a first for the brand and the result of goop’s partnership with Mastercard and Next Retail Concepts.

Discover a first look of the VR version of the goop MRKT Toronto, below.


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