Farmacy × Sephora Froyo Truck – Beauty Pop-Up in Chelsea, NYC
Farmacy × Sephora Froyo Truck – Beauty Pop-Up in Chelsea, New York
For Farmacy and Sephora’s “Something Real Summer,” the skincare brand wanted a pop-up that felt like a summer afternoon, not a store. With the agency Overnight, NVS Visuals turned our restored 1949 Kurbmaster into a Farmacy froyo truck and parked it at the Chelsea Triangle on Ninth Avenue for one Saturday, August 8, 2026. We wrapped the truck, built a lawn lounge and photo moment beside it, developed the frozen yogurt menu and ran the service window all day. The line wrapped around the block from open to close.
The challenge
A one-day beauty activation has to do three things at once: draw a crowd on a busy street, put the product (Farmacy’s Green Clean cleansing balm) in people’s hands, and give them something worth posting. It also had to look like Farmacy, down to the brand’s cream, sage and olive palette, and serve hundreds of guests fresh froyo in summer heat without the line stalling.
- A vintage vehicle that reads as Farmacy from across the street
- A food program that tastes like the brand: tropical, fresh and simple
- A photo moment guests would line up for on their own
- Fast, consistent service for a line that never let up
How we built it
The truck. We added a serving window to the Kurbmaster and wrapped all four sides in matte cast vinyl: cream upper, sage lower and an olive pinstripe carried across every door break. A scalloped awning went over the window, and the menu was printed on a mirrored vinyl panel so guests saw themselves, and the brand, while they ordered.
The froyo. Our culinary team developed the menu with the brand and locked the flavors at a tasting before the event: Papaya Fresca, Coconut Cream and a Swirl, with a toasted-coconut topping. We sourced the machines and supplies, and our servers ran the window in branded aprons and visors.
The lawn lounge. Next to the truck we built a photo moment on astroturf: a white picket fence with ball-finial posts, striped lounge chairs and umbrellas, side tables styled with the balm, and a branded Farmacy cart. It turned a concrete plaza into a backyard, and it is where most of the day’s photos were taken.
Why vintage trucks work for beauty brands
Beauty launches compete for attention on crowded streets and crowded feeds. A restored vintage truck with a full brand wrap stops people from a block away, and a free treat gives them a reason to stay long enough to try the product. Farmacy also handed out deluxe balm samples and Farmacy × BAGGU bags, so every guest left with the product, not just the photo. See our vintage truck rentals, our culinary and menu development and more beauty and retail pop-ups.
Farmacy Froyo Truck – Provided Services
Vehicle & Fabrication
- Restored 1949 Kurbmaster step van from the NVS fleet
- Serving window added, scalloped awning and mirrored menu panel
- Lawn lounge: astroturf, picket fence, lounge chairs, umbrellas and a branded cart
Graphics & Printing
- Full four-side matte vinyl wrap in the Farmacy palette
- Mirrored vinyl menu, A-frame signs and queue signage
Food & Service
- Frozen yogurt menu development and tasting
- Froyo machines, supplies and food-safe service
- Servers in branded uniforms at the window all day
Production & Logistics
- Load-in, setup and strike at the Chelsea Triangle
- On-site production team for the full day
Event photos: Annie Forrest. Agency: Overnight.