Nordstrom is welcoming its newest retail curation — one that is centered on wellness.

The department store chain is creating an experience around goop, the modern lifestyle brand founded by Gwyneth Paltrow, through its Pop-In@Nordstrom concept — an ongoing series of themed pop-up shops. Pop-In@Norstrom, which was developed and curated by Olivia Kim, VP of creative projects at Nordstrom, is designed to feature a different brand of new, often exclusive merchandise every four to six weeks.

The goop pop-up shops will feature a mix of wellness-focused merchandise across apparel, accessories, beauty and home. Specifically, products will include goop’s lines of luxury skincare, wellness, apparel and fragrance, as well as hand-picked items from the brand’s…