At 2:00 p.m. on Sunday, designer and creative director Virgil Abloh posted a photo on Instagram of side-by-side visuals that looked like they'd been tacked onto a marbled wall. The caption dangled this image as a potential sneak peek at the interior of Been Trill's first flagship store in NYC.
Less than one hour later, the man who worked as Kanye West's creative consigliere had racked up over 1,400 likes from his band of followers.
"TEMP GRAM: 'BEEN TRILL WORLD' flagship retail opens January 2nd somewhere on Canal Street in Chinatown," Abloh wrote. "All new never seen before products."
Sneaky diction aside, it's no secret the hashtag-heavy brand will soon open its doors on the corner of Canal Street and Broadway, right between New York City's Chinatown and SoHo neighborhoods. Heron Preston, another Been Trill affiliate who spoke with the New York Times about the label earlier this month, revealed that the location sits in one of those "rinky-dink souvenir malls."
"Across from us, they sell pipes and bongs and cellphone cases and fake purses," he told the Times. "And we couldn't be happier."