The "Watch the Throne" pop-up store in New York, August 12, 2011 (photo: Jason Lipshutz)
Retailers finally unveiled the physical version of "Watch The Throne," the collaborative album between Jay-Z and Kanye West, on Friday (Aug. 12), but the rappers did them one better: they constructed a pop-up store on Mulberry Street in New York City that held the tricked-out Maybach that appears in the duo's music video for "Otis."
The outside of the store, which will be open through Sunday, resembled "Throne's" golden, Riccardo Tisci-designed album artwork, while the inside was filled with fans milling around and watching the music video for "Otis," which was projected onto the back wall of the shop.
A small booth was set up where fans could purchase the deluxe version of "Throne" for $15 (the same price as on iTunes). Meanwhile, the Maybach sat at the front of the store; according to a sign next to it, the vehicle was being auctioned off, with all proceeds going toward East African drought relief.
Jay was rumored to be making an appearance at the store but had not done so by late Friday afternoon. West is reportedly in Sweden.