As if the “Throne” couldn’t get any better, Jay x Ye take it a step further with this one.

Watch the ingenuity. In what has already been an unorthodox album roll-out, Jay-Z and Kanye West are keeping the surprises coming during the record release for their tag-team LP, Watch the Throne. On Friday afternoon (August 12), the duo erected a pop-up store to sell copies of the album in Manhattan’s trendy SoHo section.

When the album dropped on Monday as an iTunes digital exclusive, it seemed that Friday’s physical release of the LP would be nothing more than an afterthought. Not so! 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.

[MTV News]