A smoothie that started drawing lines in the Hamptons is finally getting a street address in Manhattan. Drugstore, the $20-smoothie concept from Los Angeles restaurateur Jeremy Fall, will open as a cafe at 172 West Fourth Street at Jones Street in the West Village on November 14, with a menu built around wellness-forward drinks, breakfast burritos, and sipping broths.
The opening caps more than a year of pop-ups that built buzz well before Fall signed a lease. As reported by Eater New York, Drugstore began in July 2025 as a summer pop-up inside Jack's Stir Brew Coffee in Amagansett, where it sold $20 smoothies to Hamptons crowds. The brand's flagship Velvet Rope smoothie was even developed in collaboration with Dorsia, a members-only reservation platform with annual dues reaching $25,000, according to Business Insider, which reported that Dorsia members could skip the regular line through a dedicated pick-up window.
From Amagansett to a Dumbo Rooftop Rave
From the Hamptons, Drugstore moved to a stall at Time Out Market in Dumbo, marking the launch with a morning smoothie rave on the venue's fifth-floor rooftop featuring DJ Samantha Ronson, per the same Eater account. Time Out New York's own coverage of that event noted the rooftop party fit Fall's history as a nightlife promoter who got his start at Avalon Hollywood before moving into restaurants. That Dumbo location has since closed after its pop-up run, Eater reports, while Drugstore also opened a SoHo pop-up with Adidas and Pharrell's Humanrace during New York Fashion Week.
Fall kept the brand visible around Manhattan through food-world collaborations, too. Patch reported in September that Fall partnered with Shake Shack for a one-day breakfast event at the chain's original Madison Square Park location, selling a $15 Orange Dream Smoothie that combined Shake Shack's vanilla custard with organic fruits and collagen. The station's report framed the stunt as part of a string of high-profile tie-ins that kept Drugstore in the conversation ahead of a permanent address.
Smoothies, Broths, and a Vegan Chorizo Wrap
The West Village menu goes well beyond the smoothie that made Drugstore famous. Eater reports the shop will sell Golden Glow, a $20 turmeric-and-carrot smoothie, alongside Zero Gravity, a $20 blend of matcha, lion's mane, ashwagandha, and collagen. The Velvet Rope itself is a 15-ingredient build that, according to a July 2025 profile by James Lane Post, includes blueberries, cherries, avocado, banana, Medjool dates, almond butter, vanilla collagen, cacao powder, ashwagandha, reishi, chocolate aminos, coconut cream, coconut milk, and sweet potato powder.
Breakfast will run 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 pop-up best seller, per Eater's report. The cafe will also serve miso salmon with cilantro rice, a vegan chorizo shawarma wrap, two new sipping broths called Pulse and Amber, frozen Lifeway kefir in matcha and blood orange creamsicle flavors, and Fall's own take on Gatorade sold in refillable Drugstore bottles.
A Pharmacy Look With a Pool-Club Twist
Fall spent eight months searching for a corner space that could feel like a neighborhood pharmacy before settling on the West Fourth Street storefront, according to the Eater account. Designer Kevin Cimini of March Made built out the space with mosaic tiles that reference an indoor pool, stainless steel finishes recalling pool ladders and lockers, and a mirrored ceiling meant to make the room look underwater, evoking a 1980s athletic club rather than a typical cafe.
The site has a quieter retail history: StreetEasy and local business directories show 172 West Fourth Street most recently operated as Amano Café, a Latin American specialty coffee shop on the same block as the longtime neighborhood landmark Varsano's Chocolate near Jones Street. The storefront will legally operate under Drugstore West Village LLC, a Delaware-registered entity authorized to do business in New York State, according to corporate legal disclosures published by Drugstore. Hours will run Wednesday through Sunday, 8 a.m. to 4 p.m., per Eater.
Branding That Pokes Fun at Its Own Price Tag
Drugstore's marketing has leaned into its pharmacy-themed name as much as its ingredients. Time Out New York reported that after Instagram temporarily flagged Drugstore's account for allegedly selling illegal substances, Fall responded by releasing limited-edition tote bags reading “Drugs” alongside the tagline “wellness this good can feel illegal” — a wink at the very premium pricing that makes a smoothie here cost as much as a sit-down lunch elsewhere in the Village.
Fall's path to a Greenwich Village storefront runs through more than a year of Los Angeles nightlife and restaurant work. He built a following with the roving nightclub Genesis in Los Angeles, created Nighthawk: Breakfast Bar, and hosts Short Order, a man-on-the-street show, per Eater. The Hype Magazine reported in 2018 that Fall became the first chef-restaurateur signed to Jay-Z's entertainment agency Roc Nation after opening Los Angeles concepts including Nighthawk: Breakfast Bar and Easy's. Biographical records on Wikipedia also note that Fall stepped away from the hospitality industry in 2019 due to professional burnout before publishing a 2023 memoir, Falling Upwards: Living the Dream, One Panic Attack at a Time.
Joining New York's Growing Luxury Wellness Scene
Fall has said this was his first chance to build a brand and community through New York residencies before launching a permanent venue, according to Eater's report. Drugstore now joins what Eater describes as the city's growing fancy grocery scene, a category that includes H. Valley, which opened on Hudson Street in September with prepared dinners, a kids' fridge, and dog food made with Hudson Valley trout, as well as Happier Grocery's smoothies and knitting workshops in Carroll Gardens, Meadow Lane's status as a Tribeca photo op, and First Bloom's expansion to Brooklyn Heights.
That luxury-grocery wave has deep roots beyond the West Village. Hoodline reported that Happier Grocery opened its SoHo flagship at 365 Canal Street in 2023 with an organic smoothie bar and gourmet counters, part of a broader New York movement toward $20-smoothie concepts inspired by the West Coast retailer Erewhon. Whether Greenwich Village shoppers embrace Drugstore's pharmacy-themed pricing the way Hamptons weekenders and Dumbo pop-up crowds did will become clear once the doors open next month.
