In a city where concrete outnumbers trees, Bushwick is quietly cultivating something revolutionary: a garden that doesn’t just grow herbs and produce, but community. Brooklyn Roots Collective, which opened its courtyard this summer at 100 Scott Avenue, is reimagining how New Yorkers eat, shop, and gather by anchoring a 20,000-square-foot green hub where sustainability meets style.
Courtesy of Richard Burrows
The concept is as ambitious as it is joyful. By day, the Collective hums with vintage markets boasting one-of-a-kind goods, plant-based pop-ups, and Oko Farms’ aquaponics-driven urban agriculture program, which grows herbs and produce right on site. By night, it transforms into a nightlife destination where cocktails are crafted with rooftop botanicals and music fills the space between the greenery. It’s part garden, part marketplace, part performance venue—a layered approach that makes sustainability feel less like a chore and more like an invitation.
Courtesy of Richard Burrows
Founder and CEO Jennifer Juliano designed the space as a love letter to Brooklyn and to the planet. A lifelong advocate for eco-friendly living and a dedicated vegan, she’s built a platform where ethical fashion, plant-based dining, and conscious entertainment coexist. “Food and fashion are two of the most polluting industries,” she says. “But they also give us daily opportunities to make meaningful choices.” At Brooklyn Roots Collective, those choices are baked into everything, from salvaged wood bar tops to the vegan bakery housed inside a converted school bus.
Courtesy of Richard Burrows
It’s also a place that knows how to host a party. The sprawling courtyard is strung with greenery and picnic tables, perfect for a sun-soaked afternoon of vegan bites from food carts like Madrina Vegana and yard games. Indoors, salvaged materials meet sleek design: a mezzanine-level bar, state-of-the-art sound for concerts, and gallery-style spaces for art and fashion.
Madrina Vegana at Brooklyn Roots Collective
Programming is where the Collective truly comes alive, seamlessly blending wellness, culture, and nightlife and they’ve got fun events coming up fast. On Thursday, September 19th from 7 PM to 8:30 PM, Wine Expert Preeti Hosts a Vegan Wine Tasting, guiding guests through what makes these wines vegan with a focus on production and filtration, all in a space that champions conscious living and connection. On Friday, September 20th, wellness meets nightlife with Real Hot Yoga’s Yogalates Mixtape Series: Charli XCX vs Lorde, a high-energy class from 2 PM to 3 PM blending Pilates and yoga with music from both artists, followed by an afternoon of cocktails, vegan bites, yard games, thrift shopping, and football screenings across the Collective’s party-ready space. The month wraps up with the NYFW Upcycled Designer Showcase, presented by Brooklyn Roots Collective and the Knot Okay Club on Sunday, September 28th at 6 PM Brooklyn where guests can shop unique pieces from upcycled and slow fashion brands, see looks come to life on the runway, and dance into the night at the after party—with VIP early entry to shop starting at 4 PM.. Bushwick may be known for its warehouses and murals, but with Brooklyn Roots Collective, it now has a garden—a modern one where culture, community, and sustainability take root.