# Goop opens first restaurant in San Diego Gwyneth Paltrow's wellness brand Goop offers customers 'a new way to experience the brand' with its first physical restaurant location. - **Source:** [Interior design | Dezeen](https://brifing.si/source/cb2e5f17-36d4-4880-b1ae-26168d46e00a) - **Published:** 2026-09-01 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/9e64e21c-6092-4d62-80a2-c6f7db4d7129 ## Goop's first restaurant opens Gwyneth Paltrow's wellness brand Goop has opened its first physical restaurant, Goop Kitchen Del Mar, at the One Paseo shopping center in San Diego. The 92-seat venue marks the brand's first dedicated dine-in location. Collaborating with Texas-based Michael Hsu Office of Architecture, Paltrow personally curated every detail to create an 'elevated yet welcoming' atmosphere. ## Coastal aesthetics with modern touches The restaurant's interior design draws inspiration from San Diego's beach culture. A dramatically veined marble wall, walnut wood banquettes, and striped upholstery add character to the space. Black-and-white checked floor tiles and brushed-metal pendant lights stand out in the details. Michael Hsu noted Paltrow's unusually clear design vision, working down to 'the nuance of how a piece of stone meets wood.' ## Healthy flavors al fresco The outdoor patio features mint green metal chairs, marble tables, and pagoda umbrellas with black edges. The menu offers various salad and bowl options. The team plans to expand the menu to fully leverage having its first sit-down restaurant. Launched in 2021 as a takeout concept, Goop Kitchen aims to deliver an 'upscale fast-casual' experience. ## Expansion plans Goop Kitchen plans to open new locations in La Jolla, downtown San Diego, and Manhattan soon. The brand aims to extend its restaurant chain to both US coasts. This move is seen as part of Goop's strategy to strengthen its physical presence despite its controversial history. Recent reports about Paltrow planning a dinner party for AI CEO Sam Altman have also kept the brand in the spotlight. ## Experienced architecture team Michael Hsu Office of Architecture previously designed a seafood restaurant in Houston and a restaurant in Austin housed in an 1890s building. The studio also designed Shake Shack's New York headquarters. For Goop Kitchen, they blended chain restaurant expertise with boutique space sensibilities. ## Holistic approach to brand experience The restaurant aims to deepen customer engagement by presenting Goop products in a physical setting. The space design reflects the brand's 'wellness' philosophy through architecture. Catering to experiences from weekday lunches to sunset dinners, the venue seeks to capture San Diego's sunny essence. ## Detail-oriented design Paltrow's active involvement in the design process added a personal touch to the restaurant. Architects noted that unlike typical clients, Paltrow had 'a real design vocabulary,' enabling deeper project development. Attention to details made the space feel sharper and more considered. ## New trend in wellness industry Goop Kitchen represents a significant example of wellness brands strengthening customer connections through physical spaces. Healthy concept restaurants allow consumers to form emotional bonds with brands. This move reflects Goop's strategy to position itself not just as a product seller but as a lifestyle provider. ## Sources covering this story - https://www.dezeen.com/2026/09/01/gwyneth-paltrow-michael-hsu-goop-kitchen-san-diego/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._