Earlier today, Kanye West took to Twitter to announce 21 “Pablo” pop-up merch stores will open worldwide this weekend.
We can now reveal the location of the Sydney store as Pacific Bondi Beach, on the corner of Beach Road and Campbell Parade.
"This is a global event that's been curated and co-ordinated by Kanye West himself. We're delighted that he chose our precinct," says Eduard Litver, a developer at The Pacific.
The street-facing windows of the venue are currently blacked out, which hasn't stopped people from congregating outside already.
"At the other destinations there's been huge queues," Litver says.
While The Pacific development is hosting the event, none of the staff will be there. It's all managed by West himself – with a bit of delegation, presumably.
When asked how important secrecy is to the event's success, according to Litver, the answer is: everything. "We've been very conscious of keeping things confidential. You were the first journalist and probably the last journalist I'm going to speak to."
Out of 22 destinations around the world, it's nice to know Sydney got a look in. "I think Bondi is as iconic as it gets, in terms of Australia," says Litver. "It's a global brand and they chose to be front and centre by the beach. It makes sense."
This pop-up is the first opening we'll see of the development's upcoming Fashion Lane, a laneway devoted, as the name suggests, to fashion. "We're talking to several other retailers, they're all out of the box and unbelievable," Litver says.
The store will only be open this Friday 10am–8pm, Saturday 10am–6pm and Sunday 11am–5pm. There will be allocated parking on Curlewis Street.
The stores will pop up in 20 other locations over the weekend, including Melbourne, London, Berlin, New York, Cape Town and Amsterdam.