The master of subversion, Marc Jacobs, has done it again. Eschewing the traditional, well-trodden paths of launching a scent (read: sticking it on shelves and advertising it from here to kingdom come), Jacobs has added a touch of typical quirk to proceedings to celebrate the release of his new scent, Daisy (available March).

In Soho, New York – the epicentre of New York cool – Marc Jacobs fragrances has opened a pop-up shop which runs from 7-9th February. Except this is no ordinary pop-up shop. Yes, the fragrance itself is strewn about the place, as are about three hundred fresh daisies, a coffee stand, a DJ and a nail bar, daisy-themed artwork by Langley Fox Hemingway and projections of the new TV ad directed by Jacobs friend, Sofia Coppola, but something’s different. There’s no till, no prices attached to bottles or Marc Jacobs branded accessories. Everything is free! Well, sort of…

Transactions at the pop-up are based entirely on the currency of social media. And let’s be honest, it’s as effective a currency as any. The idea is you tweet or Instagram an image of something at or of the store with the hashtag #MJDaisyChain, show your post at the counter and you’ll receive something – be it a fragrance sample or a tiny (but very cute) coin purse, or other such Marc Jacobs accessories.

Simple and fun. When I stopped by, there were queues out the door. Unsuprising really, when you consider the fact that the shop is also running a competition for the most creative photo, with the chance to win a Marc Jacobs handbag at the end of each day. It’s a win-win situation: Jacobs and his team ensure that the masses are talking about Daisy on Instagram and Twitter and the masses get free stuff in return. I entered a rather staid image of the bottle with a daisy next to it (above), which means I probably have no chance of winning a handbag, but it made a refreshing pitstop between the New York shows all the same.  

Swapping stuff for social posts on a grass roots level: how very modern. And where Marc leads, I suspect, many others will follow. After all, getting a wodge of dollar bills out to pay for something is so passé.