This summer Drugstore found the sweet spot between ayahuasca sippers and daily collagen dosers: the Hamptons. Now the $20-smoothie pop-up from Los Angeles restaurateur Jeremy Fall is putting down roots in the West Village. The cafe will open at 172 West Fourth
Street, at Jones Street, on Saturday, November 14, selling “functional” drinks with names like Golden Glow (infused with ginger, turmeric, lion’s mane, and, yes, collagen), along with breakfast burritos, sipping broths, and general opportunities to drink your supplements.
Drugstore began in July 2025 as a summer pop-up inside Jack’s Stir Brew Coffee in Amagansett, where it drew lines for its$20 smoothies that some compared toErewhon’s. It then moved to a stall atTime Out Market in Dumbo and a Soho pop-up with Adidas and Pharrell’s Humanraceduring New York Fashion Week. The Dumbo location has closed.
Drugstore joins the growth of New York’s fancy grocery scene, especially downtown. A few blocks west, chef Austin Johnson’sH. Valley opened on Hudson Street in September, selling prepared dinners, stocking a kids’ fridge, and making dog food with Hudson Valley trout. The Erewhon-leaningHappier Grocery has smoothies and knitting workshops in Carroll Gardens,Meadow Lane has become a Tribeca photo op, and Alison Roman’sFirst Bloom is expanding to Brooklyn Heights. Drugstore is also seed-oil free, a cause championed by MAHA.
More than a decade ago in Los Angeles, Fall built a following with the roving nightclubGenesis, followed by projects likeNighthawk: Breakfast Bar. More recently, he’s taken a table to the sidewalk for his man-on-the-street showShort Order and teamed up with brands likeShake Shack on breakfast collaborations. He has also partneredwith Jay-Z’s Roc Nation.
“This is the first time I’ve had the opportunity to build a brand and a community through our residencies all over New York before launching something permanent,” Fall says in a statement.
As for those smoothies, $20 options include the turmeric-and-carrot Golden Glow and Zero Gravity, made with matcha, lion’s mane, ashwagandha, and collagen. New additions include two sipping broths, Pulse and Amber, built on functional ingredients. Fall will also offer his take on Gatorade sold in refillable Drugstore bottles.
Breakfast runs all day, with cocoa overnight oats, a mango sticky rice parfait with salted cardamom coconut cream, and the bacon breakfast burrito with harissa aioli that was a best seller at the pop-ups. Other options include miso salmon with cilantro rice and a vegan chorizo shawarma wrap. The shop’s answer to froyo is frozen kefir from Lifeway in flavors like matcha and blood orange creamsicle.
Kevin Cimini of March Madedesigned the space with 1980s athletic clubs in mind. Mosaic tiles reference an indoor pool, stainless steel recalls pool ladders and lockers, and a mirrored ceiling is meant to make the room look as though it’s underwater. Fall says he spent eight months looking for a corner space that could feel like a neighborhood pharmacy, where “people going to pick up their prescriptions” run into people they know. Drugstore will be open Wednesday through Sunday, 8 a.m. to 4 p.m.
