Jay-Z and Kanye West, the dynamic duo behind the "Watch the Throne" LP, erected a pop-up store to sell copies of the album in New York City's trendy SoHo section on Friday (August 12).
The highly-anticipated album dropped on Monday as an iTunes digital exclusive, and it's digital sales are projected to bring in huge numbers, but what about the album's physical release? It looks like businessmen Hova and Yeezy have a few marketing tricks up their sleeves for Friday's "Watch the Throne" release.
The pop-up store-front, located at 201 Mulberry Street, is wrapped in gold--just like the album's Riccardo Tisci-designed cover art. Seems fitting for these two kings of hip-hop.
However, the real surprise is inside the store. If you can't afford to buy the physical release of the LP, you can at least take a picture with the tricked-out Maybach from their "Otis" music video, which premiered last night on MTV. The luxury vehicle sits in the middle of the store, in all of its chainsaw-hacked glory: hood on the truck, truck on hood and doors ripped off. On a large overhead screen, the Spike Jonze-directed music video for their single "Otis" plays on a loop.
There are even rumors that Jay-Z himself will make an appearance sometime tonight. 'Throne' fans better hurry, though--the pop-up store will only be up until Sunday.
But if you don't live in New York City, don't be too upset. We're sure Jay-Z and Kanye have some bigger surprises for their fans in the works.
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