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Yeezus Cometh

 

My home town of Melbourne is currently in the midst of Yeezus fever. Kanye West accompanied by wife Kim Kardashian West and daughter North, flew into Melbourne on Monday for the third leg of the Yeezus tour. After being met at the airport by eager fans, the celebrity couple were whisked off to Melbourne’s CBD and were spotted around the city doing a spot of high end shopping.

Word circulated late Monday afternoon that a Yeezus pop up shop would be opening today in the shopping, dining and entertainment precinct of Chapel Street, South Yarra. ‘Team Kanye’ had previously opened the merchandise stores in Los Angeles, New York City and his home town of Chicago, this was a first for Australia. Mr. West obviously has his finger on the pulse, having chosen Melbourne in July of last year to promote the release of his Yeezus album with the use of his New Slaves projections. Wise decisions on his behalf, capitalising on the thriving music, art and fashion scenes of Melbourne.

The all white store frontage located at 336 Chapel Street appeared overnight and was flanked by security. Fashion designer Jerry Lorenzo, street wear designer Virgil Abloh, and the man who has cut Kanye’s hair for the last twenty years, Ibn Jasper (the two aforementioned gentlemen both very close friends of West), helped build the hype by sharing images of designs and the store on Instagram. With the buzz swirling around the store all morning, people could be seen lining up on the street throughout the day waiting to get inside and see what was on offer.

While the shoppers braved the rain for a glimpse into the world of Yeezy, the Rap icon took time out from his schedule today to hoop it up at the State Basketball Centre earlier in the day with his entourage, which included support act Pusha T. Wife Kim and child weren’t in attendance. The celebrity power couple reunited in the afternoon and surprised shoppers by appearing at the pop up shop unannounced.

 

 

The stars mingled amongst the fans in store, checked out what was on offer and happily obliged photo requests before departing ahead of tonight’s concert.

 

 

I was able to get down to the store myself just prior to the close of business this evening and snap some pics. Besides the two clothes racks filled with the six or seven different tour t-shirt designs on offer and a cashiers counter, all that remained in the all white room is what you see below.

 

Minimal wall signage.

Minimal wall signage.

 

Dirt bike ridden by Kanye in the Touch The Sky video.

Dirt bike ridden by Kanye in the Touch The Sky video.

 

Laughing all the way to the bank.

Laughing all the way to the bank.

If you didn’t get the chance to visit the store today, it is open again tomorrow from 9 AM until 7 PM and again Thursday for a limited time only before the tour makes it’s way to Sydney.

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