To promote his fourth studio album, Pretty Girls Like Trap Music, 2 Chainz came up with the genius idea to create a pop-up shop resembling a trap house, where fans could experience all sorts of Instagram-worthy events and activities. The term "trap" originates in Atlanta referring to drug dens where deals were made, but also a sub-genre of Southern hip-hop.
In New York, fans —who lined around the blocks of SoHo— were treated to the usual pop-up experience, various merchandise and a listening session for an opportunity to meet the rapper.
In Atlanta, thousands of fans flooded the pop-up, which featured a nail salon alongside available merchandise. According to Atlanta’s WXIA, some fans even came from as far as Australia to experience the event.
But, during the final days of the pop-up, 2 Chainz had one more move up his sleeve. He turned the pop-up trap house into a church on Sunday and free clinic on Monday, where fans could get tested and educated about STDs.
"I appreciate 2 Chainz and the whole team for putting this house up because in a lot of respects it's reminding people that this is a real thing in our city," Pastor Michael Wortham told local station Fox 5 Atlanta on Sunday. "So people come and take pictures, put it up on Instagram and walk away, but there are a lot of people who aren't able to walk away from this daily reality."
While the lease on the house used for the pop-up is expected to expire July 7, the rapper’s team says they are considering extending it for another run.