Certified Classics, Legacy Recordings‘ division for the celebration of Sony Music joins forces with The Pop Up Agency in commemoration of the 25th anniversary of Illmatic, the seminal debut album from Hip-Hop icon Nas.
Illmatic XXV: Memory Lane in NYC is an immersive multi-media pop-up event open for 8 days in April at Sony Square NYC (25 Madison Avenue), a public space committed to showcasing innovations in products, music, movies and gaming.
Illmatic XXV opens today Friday, April 19 (exactly 25 years after Columbia Records released the original album on April 19, 1994) and closes Saturday, April 27.
Open to the public, Illmatic XXV transforms elements of Queensbridge 1994–the public housing development in Long Island City, Queens, NY, where Nas grew up and the source of his debut Hip-Hop masterpiece–inside present day Sony Square NYC to give
visitors deeper access and insight into the world of Nas and the enduring impact of
Illmatic XXV will feature a mural created by Andre Trenier, a noted Bronx born and raised visual artist/muralist engaged in exhibitions, public programs, and public art works.
The pop-up environment includes a gallery featuring artwork by Kendall Murphy with listening stations, photographs, artifacts and memorabilia associated with Illmatic and its influential effects on Hip-Hop culture and history.
Visitors to the Illmatic XXV pop-up will experience a variety of aspects of late 20th century New York City including an old-school phone booth, once an ubiquitous feature of urban life. Illmatic XXV is literally an Instagramable New York City playground!
Exclusive Illmatic XXV merchandise will be available on-site. The Thread Shop, Sony
Music’s merchandising company, will be offering for purchase, exclusive designs
(hoodies, long sleeve tees, short sleeve tees and beanies) highlighting classic Illmatic iconography.
Bleacher Report will launch its B/R Rewind campaign series, highlighting iconic works of art that have made a significant cultural impact. The first drop will be in partnership with Nas, commemorating the 25th anniversary of Illmatic_.
Included in the collection are limited-edition T-shirts, jerseys, and hats available on-site and on Bleacher Report’s B/R Rewind site.
On April 23rd, Illmatic XXV will host a special fan screening of the 2018 concert film Great Performances — Nas Live From the Kennedy Center: Classical Hip-Hop presented by Mass Appeal.
Nas is currently slated for an Illmatic 25th Anniversary performance with the National Symphony Orchestra at the Filene Theater/Wolf Trap on July 14, 2019.
Illmatic XXV is open Friday, April 19 and closes Saturday, April 27.
The Illmatic album available for streaming here.
Photos by: Madison McGaw/BFA.com