(Cover) - EN Showbiz - Jay-Z and Kanye West have opened an innovative store in New York City to promote their newest collaborative effort, it has been reported.

The two hip-hop moguls released their album Watch the Throne digitally exclusively on iTunes Monday. It was largely speculated that the physical release of the album would be a rote activity. Instead Kanye and Jay-Z are taking a novel approach by creating a temporary store devoted solely to the sale of this album.

The shop is located in New York City's trendy SoHo neighbourhood. The storefront on 201 Mulberry Street is encased in gold, just like the album cover itself, which was designed by the Creative Director for renowned fashion line Givenchy Riccardo Tisci.

Inside the store a massive screen plays the music video for single Otis directed by Spike Jonze on loop. The Maybach vehicle featured in the video sits on the retail floor in all its luxurious glory.

This temporary installation is open to the public until Sunday. It is rumoured that Jay-Z himself may arrive at the store at an undisclosed time while it is open to greet fans, but that has not been confirmed. Kanye and Jay-Z's future marketing efforts for Watch the Throne remain enshrouded in mystery.

Watch the Throne is in stores now. (C) Cover Media