“I’m very humbled that so many hold this album in such a light. It was made for those who understood it. I never imagined it would capture such acclaim,” states JAY Z.

After a successful West Coast celebration of the 20th year anniversary of JAY Z’s Reasonable Doubt, Roc-A-Fella records co-founder, Kareem “Biggs” Burke, brings the festivities to the album’s native grounds of New York City. Curated by Anel Pla and powered by Fancy.com, the legendary D&D Recording Studios is being recreated as a pop-up shop art exhibition.

“For The New York pop-up shop we wanted to deliver something unique to our fans and consumers since it was the birthplace of Reasonable Doubt. The Roc96 exhibition pop-up experience will focus on JAY Z’s and Premier’s early experience at D&D Studios. This is where JAY created some of his best music before digital. Reasonable Doubt and Fourth of November merchandise will be for sale as well as our other collaboration’s with luxury brands and Japanese lifestyle specialist and editor of 411 Magazine-Akira which will be available on roc96.com,” says Kareem Biggs Burke.

Douglas Grama, owner of D&D Studios, re-builds an authentic replica of the infamous Studio B Control Room. Surrounded by original equipment, attendees will be taken back in time to a gritty NYC studio in 1996. The reproduction features the original working multi-track, cut-rate mixing boards (that the album was recorded on), an old wooden TV on which it stood, and the faux wood paneling-which created the apex sound of East Coast hip hop. Shoppers will not only be immersed in music, fashion and art, but will be introduced to a unique and interactive retail experience.

“I’m very humbled that so many hold this album in such a light. It was made for those who understood it. I never imagined it would capture such acclaim,” JAY Z states.

New “Reasonable Doubt” collaboration merchandise will be unveiled and to further elicit the celebratory appreciation of the album, Fancy.com has produced five innovative and luxurious brand collaborations including ISHU, LSTN, VNYL, Curioos, and Moreca Atelier. Each pays tribute to Reasonable Doubt. The Limited Edition ISHU Scarf, which comes in a signature box, features the groundbreaking ISHU Anti Flash Technology designed to block flash photography, giving you back control of your privacy. Bump to JAY Z’s album with LSTN sound ebony wood headphones, that are customized with the Reasonable Doubt 20th year anniversary logo. Other items include a unique “Reasonable Doubt” Vinyl Turntable by VYNL, artwork and print-outs by Curioos, which resemble images of JAY Z, the album’s cover art and a custom luxury duffle bag with the tag-line “Can’t Knock The Hustle” by Moreca Atelier. TSE, Solloshi and Bailey’s Hats brands will also be on hand at the event.

“We are privileged to celebrate Jay’s groundbreaking album, Reasonable Doubt, and recreate the legendary studio where he recorded it,” said Joe Einhorn, CEO of Fancy. “We are hopeful that our partnership with Roc96 will give the proper platform for this important work of art. It is an honor to be in partnership with them.”

The invite-only preview party on Oct 19th,will kick off the celebration. Guests will be greeted by the sounds of DJ Premier while enjoying hor d’oeuvres from Mama Sushi, cupcakes by Tonnie’s Minis, and curated cocktails by D’USSÉ. On October 20th, the public will enjoy the official opening. Best of all, shoppers will enjoy a special DJ line up featuring “Reasonable Doubt” and other Roc-A-Fella tribute sets,beverages by Just Water, while capturing all the fun with Metroclick’s custom interactive photo booth.

The Reasonable Doubt pop-up, located at 347 West Broadway (btwn Grand and Broome), will be open on October 20th –October 23rdfrom 11am- 7pm. Entry tickets can be pre-purchased at http://fancy.to/roc96pre which can also be used towards purchasing items at the pop-up. Every pre-purchase ticket comes with acredit towards a T-shirt.

About Reasonable Doubt Album
Reasonable Doubt is the debut album by American rapper JAY Z. It was released on June 25, 1996, by Roc-A-Fella Records and Priority Records. The album features production provided by DJ Premier, Ski, Knobody, and Clark Kent, as well as includes guest appearances from Memphis Bleek, Mary J. Blige and The Notorious B.I.G. Reasonable Doubt was certified platinum. It has been ranked as one of the greatest rap albums in history. For more information please visit https://itunes.apple.com/us/album/reasonable-doubt/id268633751

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