NEW YORK — Watch the ingenuity. In what has already been an unorthodox album roll-out, Jay-Z and Kanye West are keeping the surprises coming during the record release for their tag-team LP, Watch the Throne. On Friday afternoon (August 12), the duo erected a pop-up store to sell copies of the album in Manhattan’s trendy SoHo neighborhood, and MTV News was among the first inside.
When the album dropped on Monday as an iTunes digital exclusive , it seemed that Friday’s physical release of the LP would be nothing more than an afterthought. Not so! The store-front, located at 201 Mulberry Street, is regally wrapped in gold, just like the album’s Riccardo Tisci-designed cover art, the real attraction however is inside. As if slinging albums weren’t enough, Hov and Yeezy are putting the tricked-out Maybach from their “Otis” video on display inside of the retail space.
The black luxury vehicle sits there in all its remixed glory: hood on the trunk, trunk on hood, doors ripped off. Unfortunately, there is a strict no photo/no video policy in the store, but visitors are allowed to walk right up to the ’Bach-mobile and can even touch it. On a large overhead screen, the Spike Jonze-directed “Otis” plays on a loop. There are even rumors that Hov himself will make an appearance sometime tonight and the store will be up until Sunday. For fans stopping by the Mulberry Street store, it will be open on Friday until 10 p.m. ET, on Saturday from 11 a.m. to 8 p.m., and on Sunday from 11 a.m. to 6 p.m. Jay, who doesn’t take to his Twitter often, posted the SoHo address this afternoon.
So much of the Watch the Throne release has been shrouded in mystery. Other than “H.A.M.,” which was released in January and the LP’s first official single “Otis,” fans had heard nothing from Hov and Yeezy’s project until it was released Monday morning. Who knows what they will come up with next.