Farmacy, a farm-to-face skincare brand recently acquired by Proctor & Gamble, launched its first pop-up experience at a shop in NYC’s SoHo neighbourhood. Farmacyland features four interactive zones across 1,300 square feet: The ABC Lab, The Green Clean Garden, The Hive Lounge, and the interactive Shoppe. These hint towards the brand’s Science Activated Collection, made up of a 1% Vitamin A Retinol Serum, 10% Niacinamide Night Mask, and 10% Waterless Vitamin C Serum. The project was created in association with Zero Waste Daniel, involving 83% up-cycled materials. These include fabric scraps, metals, paper, outer packaging, surplus totes, cosmetic bags, and recycled plastic bags. The company also donated five meals to Feeding America for every visitor at the pop-up.