The world’s gone pop up mad and the music community isn’t immune to the phenomena; from pop up live music venues, to the One Direction pop up store in Melbourne in 2012.
But if there’s one person who understands the importance of marketing and image in music, it’s Kanye West. The rapper/producer has just arrived in Australia for his high-concept Yeezus tour – a full-scale production featuring the construction of a mountain and theatrical meetings with Jesus .
The Yeezus tour has been travelling around America and the world in 2013 and 2014, and along the way West has opened up pop-up shops here and there; part art installations, part high-end fashion boutiques. Melbourne is the next stop for the tour and according to our sources, it will be getting the full Yeezus treatment.
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Following the tip off, our scouts in Melbourne have spotted a mysterious all-white store at 336 Chapel St in South Yarra with security guards placed outside in suits. The look matches the other pop up shops West has opened on his tours, including in Los Angeles, New York City, and Chicago.
The previous Yeezus pop up shops have existed for the sole purpose of selling Yeezus tour merch, and there’s no reason to think this shop will be any different. Staying true to statements he made in the past such as “I am the Number One rockstar on the planet” – the Yeezus tour shirts look like the quintessential ‘80s Americana, rock-and-roll tee.
Designed by California-based artist Wes Lang, the imagery features skeletons, undead Indian chiefs and controversially the Confederate flag based styles presented in a kind of minimalist Americana-influenced atmosphere.
Photo from Chicago Yeezus Pop Up Shop
Photo from Chicago Yeezus Pop Up Shop
When it comes to the idea of a pop-up shop, West has admitted that he was inspired by Odd Future ringleader, Tyler, the Creator.
We hear the shop will be officially announced on Kanye West’s Twitter account, so keep an eye out for the announcement and opening hours.
Kanye West Australian Tour 2014
Friday 5th September – Perth Arena
Sunday 7th September – Adelaide Entertainment Centre
Tuesday 9th September – Rod Laver Arena, Melbourne
Wednesday 10th September – Rod Laver Arena, Melbourne
Friday 12th September – Qantas Credit Union Arena, Sydney
Saturday 13th September – Qantas Credit Union Arena, Sydney
Monday 15th September – Brisbane Entertainment Centre
Tickets and info livenation.com.au
