Watch The Throne Pop Up Shop In NYC

(RTTNews) - Jay-Z and Kanye West have opened a pop-up store in New York's SoHo neighborhood in order to promote the release of their new collaborative effort, Watch the Throne.

The shop, located at 201 Mulberry Street, is wrapped in a blown-up version of the album's cover.  The rappers made a further splash by including the Maybach automobile — featured in their video for the track "Otis" inside the retail space.

The car is being auctioned off, with the proceeds going to benefit the East African drought disaster.

Mainly, the store serves to sell physical copies of Watch the Throne, which was released on August 12.  Currently, the store is selling the album for $15 and hosting guest DJ sets.  It has been rumored that either Ye or Jigga might pop in one of these days.