Shopping has reached a new dimension: you can now explore Toronto’s goop MRKT in virtual reality. The 1,300 square foot pop up space lives inside the Hazelton Hotel in Toronto’s prestigious Yorkville neighbourhood. While the store’s interior design is a reason enough to visit, customers around the world don’t need to be in Toronto to experience its beauty. Powered by Mastercard and Next Retail Concepts, the infamous lifestyle brand is enabling shoppers to immerse themselves in the physical store from the comfort of their own home.

The VR shopping experience greatly differs from traditional e-commerce setups. Customers can navigate through a three-dimensional version of the Toronto pop-up, interact with the products, and engage with curated content. All goop’s products are available to purchase, including G. Label apparel and swim, G. Sport activewear, skincare, bath products, and body essentials.  The high-tech platform is incredibly secure and integrates into the website’s existing e-commerce, merging the best of both physical and digital shopping.

“Consumers today expect a seamless, customized shopping experience across any channel or device,” said Stephane Wyper, senior vice president, New Commerce Partnerships and Commercialization, Mastercard. “At Mastercard, we’re committed to using our products and services to create solutions for retailers to help them meet these growing demands. Together with partners like Next Retail Concepts, we are continuing to evolve e-commerce to bring the physical store to life in an immersive, digital environment, all while enabling seamless payment and exclusive offers for our cardholders.”

“We are excited to partner with goop to provide a platform that allows the goop consumer to shop in a fully experiential environment that brings the brand’s story to life in a compelling new way and allows consumers to shop the virtual store across any accessible device, commented Neil Cole, CEO, Next Retail Concepts, “Mastercard and Goop are forward-thinking partners who share in our vision of transforming the e-commerce experience.”

Actress Gwyneth Paltrow launched goop in 2008 as a weekly newsletter and has grown it into a full-fledged lifestyle brand, selling high-performance skincare, skin-boosting ingestible, beauty essentials, limited ranges of cross-functional sportswear, fashion pieces, and a regimen-based vitamin program. The website still shares wellness, travel, food and beauty tips alongside a curated product offering. The VR shopping experience is available on through September 22nd.