Overview
- The five‑day Trafalgar Square installation opened Sept. 1 and runs daily from 11:00 to 19:00 through Sept. 5 to coincide with JAY‑Z’s London concerts.
- The public exhibit recreates the early‑2000s Blueprint era with era‑specific visuals and a wall of retro televisions screening music videos, performances and period programming.
- Visitors can buy exclusive limited‑edition JAY‑Z 30 merchandise at the pop‑up, including a collaboration tied to Armand de Brignac and Assouline’s The Book of HOV.
- The activation gives fans without concert tickets free access to the anniversary celebration ahead of JAY‑Z’s Tottenham Hotspur Stadium shows on Sept. 4–5.
- Organized by Roc Nation, the Trafalgar Square chapter follows New York and Camden dates and will move on to Paris and Los Angeles as part of a global experiential rollout that blends music, fashion and luxury collectibles.