Talk about adopting a ‘different’ strategy for Watch The Throne‘s release. MTV reports that the duo has set up their own pop-up store to sell copies of the album in Manhattan’s SoHo area in New York City.
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 truck, truck on hood, doors ripped off. 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.
Check out a small image of the store after the jump.
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