Pick-Me-Ups, a Toronto pop-up that uses social media as currency

Pick-Me-Ups is a dairy-themed pop-up created by MilkUP. Located on 639 Queen Street West, it operates on the premise that all goods are completely free — instead, buyers “post-to-pay” on social media by posting about the store, tagging @milkupontario, and including the hashtag #PMUxMilkUP. From there, visitors are offered a variety of milk-themed products, all made by small businesses.