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Gwyneth Paltrow's Goop is coming to Austin

Eric Webb
ewebb@statesman.com
FILE - In this Jan. 26, 2016, file photo, Gwyneth Paltrow poses for photographers before Chanel's Spring-Summer 2016 Haute Couture fashion collection in Paris. [AP Photo/Thibault Camus, File]

Open your eyes wide and your pores even wider, Austin. Gwyneth Paltrow's inimitable lifestyle brand, Goop, is rolling into town for a couple months. I fully intend to buy a $225 sea sponge!

Goop is Internet-infamous for its aspirational (some might say ludicrously opulent) gift guides — $7,700 Hermès surfboard; an entire village in Spain. Perhaps you have seen the brand's ultra-healthy recipes and outré wellness hacks? Goop's also made cultural waves for being part and parcel with the Gwyneth of it all.

According to CultureMap Austin, the company's pop-up series will open shop at 1204 S. Congress Ave. from March 1-April 28. The potential South by Southwest synergy is as succulent as a glass of miracle celery juice. Fingers crossed for that sea sponge: "Goop Mrkt" will feature a "tight edit" of apparel, accessories and beauty products, as well as Goop's own wellness and fashion merch.

CultureMap also reports a real dream list of more experiential ... experiences are involved, including sound baths, color therapy, aura photography, energy clearing, tarot readings and facials. Facials kinda seem a little less enticing when you know you can, in the very same building, get your aura the professional headshot it's needed to finally make it in show business.

The 2,300-sq.-ft. space will be designed to echo Austin's "iconic" natural elements. Read more at CultureMap Austin.