Kanye West and Jay-Z Watch the Throne campaign

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Watch_The_ThroneDecorated entirely in Riccardo Tisci’s gold packaging design for the cover, a pop up shop for Watch the Throne was temporaily set up in New York City’s Soho neighborhood in August of 2011. The only item for sale was the hard copy of the highly anticipated and much hyped album. They offered more visual stimulation by allowing fans to catch a glimpse of the chopped-up Maybach infamously known from the “Otis” video which had released.