‘Watch the Profits’: Kanye and Jay-Z Open Pop-Up Shop in New York City

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Nick Carbone for TIME

The 'Watch the Throne' pop-up shop attracts throngs of onlookers (and hopefully, album buyers) at 201 Mulberry Street in New York City.

Of course their temporary store only sells copies of the hip-hop kings’ new album, “Watch the Throne.” NewsFeed peeked inside.

It’s a store that sells one item. But what a score it is. The weekend-long pop-up shop allows visitors a status warp into the lap of luxury – and, in a sense, the mind of music’s biggest moguls. Amid the narrow streets of SoHo, the store shines brightly: not least because it’s wrapped in the same iconic Riccardo Tisci-designed gold packaging of the album.

The store popped up Friday morning in an empty storefront at 201 Mulberry Street. And by Friday afternoon, lines stretched around the block, with a wait tallying more than an hour when NewsFeed visited the shop that evening. Much like the album before its release, the store is kept tightly under wraps, leaving little clue to its interior.

(READ: Watch the Throne Review: A Gold-Plated Luxury Vehicle)

But once you’ve waded through the line and past the beefy bouncer playing crowd control, the store’s regal glory awaits. The shrouded interior unveils all the gratuitous glitz of the Jay-Z/Kanye collaboration. Of course the duo refused to skimp on the showiness – the store’s centerpiece is the tricked-out, flame-spewing pseudo-convertible Maybach that the rappers hacked up in the first scenes of their lead single “Otis.” Take some pictures – the $300,000 car will soon be auctioned off for East African drought relief.

It’s your chance to step into the luxe life of Yeezy and Hova for a few minutes. Just follow the gold glimmer – or the massive crowds. And hope that you get in before nightfall Sunday, when, like all fairy tale moments, the store will promptly disappear.

Nick Carbone is a reporter at TIME. Find him on Twitter at @nickcarbone. You can also continue the discussion on TIME’s Facebook page and on Twitter at @TIME.

LIST: 30 Best Music Videos

See the duo take a chainsaw to a Maybach in “Otis”

11 comments
ReneDemonteverde
ReneDemonteverde

Maybe we should try that here. That guy Putin, sure has the right ideas. Maybe if we could trade our Idiot in Chief, for just three years this country could go somewhere good.

BradFoley
BradFoley

Sad. The Russian language has some of the most dazzling profanity of any language I know. Idiv pizdu, Putin.

HudsonValleyTim
HudsonValleyTim

...and $2500 fine for jokes making fun of comb-overs.  Death for making fun of el Presidente's comb-over

MattMarriott
MattMarriott

Murdered Putin's impersonator openly tells who he is: a traitor - 6 examples from Odessa to Sloviansk 

May archive at angelic-vladimir-putin

PSzymeczek
PSzymeczek

All I can say is, "Good luck enforcing that one..."

KarenBrodsky
KarenBrodsky

Evidently President Putin doesn't want Russian children to be subjected to the garbage American children deal with every day...perhaps he doesn't want Russia to be in the gutter with US& Eu

KarenBrodsky
KarenBrodsky

Uh oh America's favorite villain is at it again. .soon the libs will start crying about the lack of free speech in Russia. .you know like the right to free speech that Paula Deen and Donald Sterling have..oh wait that didn't turn out well did it? ? The hypocrites will be out in force against the evil Putin.

ReneDemonteverde
ReneDemonteverde

@KarenBrodsky Bingo. Too much freedom without accountability and responsibility  can be suffocating. Ask WilfTarquin above.

WilfTarquin
WilfTarquin

@KarenBrodsky Ouch. Even you guys find it difficult to spin this in a positive way, huh?

And what about the other laws he also pushed through, making demonstrating punisheable by up to 15 years in prison? What's it like living in a fascist dictatorship? Is the FSB coming for you next, or are they still busy arresting all human rights advocates?

PSzymeczek
PSzymeczek

@KarenBrodsky The Government didn't impose consequences on Paula Deen or Donald Sterling.  Their associates/employers and society in general did.  Therefore, there is no hypocrisy in individual Americans' calling out Putin for trying to legislate what people can say.