c/o Drugstore
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What does a smoothie shop have in common with the corner pharmacy? For one Los Angeles restaurateur, it’s the chance encounters. He wanted a place where neighbors bump into each other the way they do while waiting on a prescription, and he says it took eight months to find the right corner. He’s landed in the West Village, and a smoothie will run you $20.
Jeremy Fall’s Drugstore is opening Saturday, November 14, on the corner of West Fourth and Jones streets. The address is 172 West Fourth Street, and the cafe will keep hours of 8 a.m. to 4 p.m., Wednesday through Sunday.
The drink menu is built around supplements, according to Eater, which first reported on the opening. A $20 Golden Glow blends turmeric and carrot with ginger, lion’s mane and collagen, and the same price gets you a Zero Gravity, a matcha smoothie with lion’s mane, ashwagandha and collagen. The cafe is adding a pair of sipping broths called Pulse and Amber, and Fall is rolling out his own version of Gatorade in refillable bottles.
Breakfast is served all day. Fans of the pop-ups will find their top seller, a bacon breakfast burrito with harissa aioli, along with a mango sticky rice parfait finished with salted cardamom coconut cream. Lifeway frozen kefir stands in for froyo, in flavors like matcha and blood orange creamsicle. Nothing on the menu is made with seed oils.
Inside, the look borrows from 1980s athletic clubs. Designer Kevin Cimini of March Made used mosaic tile to evoke an indoor pool and stainless steel as a nod to pool ladders and lockers, while the mirrored ceiling is there to give the room an underwater feel.
Fall tested the concept with a string of pop-ups before settling on a permanent home. The first ran during the summer inside Jack’s Stir Brew Coffee in Amagansett, where customers lined up for the smoothies. Drugstore went on to run a stall at Time Out Market in Dumbo, which has since closed, and teamed up with Adidas and Pharrell’s Humanrace on a SoHo pop-up during New York Fashion Week.
“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 said in a statement.
Fall made his name in Los Angeles more than a decade ago with Genesis, a nightclub that moved from place to place, and followed it with projects like Nighthawk: Breakfast Bar. His more recent work includes Short Order, a man-on-the-street show he hosts from a sidewalk table, breakfast collaborations with Shake Shack and a partnership with Jay-Z’s Roc Nation.
