Jay-Z has launched an immersive pop-up experience in London's Trafalgar Square this week to celebrate his upcoming anniversary tour.
The legendary rapper, 56, will headline London's Tottenham Hotspur Stadium this week on 4 and 5 September as part of his anniversary world tour, JAY-Z 30.
To celebrate his upcoming shows, the billionaire music artist has launched an immersive installation in London's Trafalgar Square.
Open from 1 to 5 September, the immersive installation aims to transport fans back to 2001, featuring televisions from the era screening music videos, performances and period programming from when the rapper dropped his album, The Blueprint. There will also be a range of limited-edition merchandise on offer.
The shows will celebrate the 30th anniversary of his debut album, Reasonable Doubt, and the 25th anniversary of his sixth album, The Blueprint, as well as pay homage to three decades of his music.
The news of the immersive experience comes after Jay-Z launched an exclusive JAY-Z 30 pop-up shop last week at the UMusic Shop in London's Camden neighbourhood. Items available included a range of limited-edition merchandise created specifically for the U.K. shows, as well as DJ sets every night between 5-7 pm.
Jay-Z 30 will be the first time the rapper has performed in the U.K. since 2018, when he starred alongside his wife Beyoncé on their On The Run II Tour.
The immersive pop-up event is now open until Saturday at Trafalgar Square between 11 am and 7 pm.
Jay-Z kicked off his anniversary tour with a three-night residency at Yankee Stadium in New York in July. After London, he will perform in Paris on 10 September and at the SoFi Stadium in Los Angeles on 23 and 24 October.
