goop-In@Nordstrom

Pop-In is Nordstrom's rotating pop-up shop curated by Olivia Kim, and my first one was a beast.

For our partnership with Gwyneth Paltrow's goop, I worked closely with the designer to concept and execute six guides tailored to goop's focus on wellness in the modern world. Each guide featured original long-form content and product spotlights alongside quotes from Gwyneth, Olivia and goop's editors. I consulted with goop Head of Content Elise Loehnen to ensure the Pop-In aligned with their brand vision, and worked closely with goop editors, including Jean Godfrey-June and Thea Baumann, to create features and editorial quick hits that appeared throughout. 

The result was a lot of content that carefully balanced the Pop-In's irreverence with goop's lifestyle offerings. 

Art Direction & Design: Daphne Hsu 

GUIDES

Six weeks, six guides. Click to explore each one.

FEATURES

The guides included long-form features written by me ...

... and goop editors. (Recipes, too!)

EMAILS

Multiple emails every week promoted the shop, the giveaways and the featured guide. Here's one from launch week.

STORE SIGNAGE

I also created signs for the eight in-store experiences, from romance and product copy to information about the shop, the giveaways and personal appearances by Gwyneth Paltrow, Jean Godfrey-June and Thea Baumann.

Whew.