Drake has just opened a pop-up shop in New York.

Sponsored by Beats by Dre, the opening of Views (located at 135 Bowery) was previously unannounced but according to Billboard, still managed to draw a crowd of approximately 800 people after Drizzy made the surprise announcement on social media.

The rapper wasn't present but encouraged the fans who visited the the shop to get "laced up" at the shop, which opened at 4PM on Monday (April 18). There were only 1,000 black and white Views T-shirts available for purchase.

Drake, who is prepping for the release of his new album, Views from the 6, in a couple of weeks, employed a similar marketing strategy back in 2013 with the release of Nothing Was the Same when Compliments of the Company shops opened up in New York, Los Angeles and Toronto ahead of the album release.

Views From the 6 is due out April 29.