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NEW YORK (AP) — Gwyneth Paltrow’s lifestyle site Goop is alive and well in the analog world.

Paltrow, with a hand from the fashion house of Valentino, hosted the media Wednesday at her pop-up shop Goop Mrkt, open through Dec. 24 at The Shops at Columbus Circle in midtown Manhattan’s Time Warner Center.

« It’s so nice for all of us as a company to experience the digital come to life in brick and mortar, and to be able to bring the whole lifestyle piece to an actual physical store, » Paltrow told The Associated Press.

Among the beauty products, housewares and other goods selected by Paltrow for the shop is a playful collection of sparkly, star-adorned dresses, jackets, sneakers and accessories from Valentino creative directors Maria Grazia Chiuri and Pierpaolo Piccioli for the capsule collection dubbed Valentino x goop. They’re displayed in the shop under a bright Wonder Woman mural.

« I think of the Wonder Woman aesthetic being like Goop in a dream, » Paltrow said. « It’s kind of like the highest possible end of what we do, you know. And it’s fantasy in a way. It’s really high fashion and it really embodies the luxury aspect of the business. »

She said busy moms like herself must be Wonder Women on a regular basis.

Paltrow said she enjoyed Thanksgiving with her « consciously uncoupled » ex Chris Martin and their kids, along with singing on Coldplay’s track « Everglow » from the band’s upcoming album.

« We had a really nice time, » she said.

As for Christmas, Paltrow hadn’t given much thought to what she’d like as a gift.

« I wouldn’t mind something from the Valentino collaboration, and I really like that new Apple Watch, the Hermès Apple Watch. I got my eye on that, » she smiled.

Paltrow wore one of the Valentino pieces, a tulle mini-dress.

It’s not the first Goop pop-up. The company has set them up in Dallas and Chicago in the past.

« It’s a lot of work getting it together for such a short amount of time, but we have a great time doing it, » Paltrow said.

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