Saturday, August 13, 2011
The extravagance of Jay-Z and Kanye West's Watch The Throne marketing campaign is still full-steam ahead, as a pop-up store dedicated to the album has appeared.
The store, which features the same gilded cover (designed by Riccardo Tisci) as the album art, has set up shot on 201 Mulberry Street in the SoHo section of Manhattan.
The store's main attraction? The deconstructed and suped-up Maybach from Hov and 'Ye's "Otis" video.
"That's the first thing you see when you get in the store is the Maybach, and it's all tore up," said a fan to MTV News, who was on site at the store. "The engine's exposed, the doors are ripped off, the trunk's split open so you can see the inside of it."
As the end of the "Otis" video suggests, the car will be auctioned off to benefit the East African drought disaster.
Reportedly, the store will have also have deejay sets throughout its run. And, of course, fans can pick up copies of the album at the store for $15.