After numerous requests, we're publicly releasing our blueprint to our #YEEZMAS hunt. You may be wondering how close you were to winning. Now you're about to find out 👀. This may give you a leg up in the next hunt.
Let us know what you thought of the hunt in the comments on Instagram.
We held check-ins in Washington Square Park between 2:00PM and 3:30PM. Once you got checked in, you were given a card with a password to a secret, password-protected Hypeist webpage.
The password was: YZN. That was the easy part.
At 3:50PM, a link to the secret, password-protected webpage was posted in our Instagram bio. Once you clicked that link, you were directed to a webpage where, if you entered the password, YZN, you would see the instructions for decoding cryptic clues, which would lead you to subsequent locations.
Still the easy part.
Here's where it got difficult. The first clue:
By The Black Album, Kanye was blacking out, partying at this spot
ANSWER: S.O.B.'S (204 VARICK ST)
In Kanye's song, Big Brother, he rapped, "But by The Black Album, I was blacking out, Partyin' S.O.B.'s and we had a packed crowed".
S.O.B.'s is a famous hip-hop venue at 204 Varick St.
Once you arrived at the venue, you were looking for this poster (right). The title of the poster was sol kitchen, which was the password that revealed location #2.
Things got even harder here. The second clue read,
Named after ham's source, this restaurant is the place to spot 'Ye and Jay going ham. It's in an area of downtown Manhattan that has something in common with Kanye's surname.
ANSWER: THE SPOTTED PIG (314 W. 11TH ST)
The source of ham is a pig. The area of Manhattan that has something in common with Kanye's surname, West, is the West Village. You were looking for a restaurant in the West Village with the name pig in it.
Kanye and Jay Z are often seen eating (or going ham) at The Spotted Pig at 314 W 11th St.
Once you arrived at The Spotted Pig, you were looking for a yellow door on the side of the building. The number was 314, which was the password that revealed location #3.
Most people tapered off here. The third clue read,
If you copped a coat from this boutique, Kanye would ask where its from and answer his own question
ANSWER: MAISON MARGIELA NY BOUTIQUE (803 GREENWICH ST)
The GIF on the page was from movie, Blades of Glory, in which Will Ferrell says, "But it's provocative [...] it gets the people going!".
This movie clip was used on the intro of N****s in Paris, by Kanye West and Jay Z. In that same song, Kanye raps, "What's drugs my deala? What's that jacket, Margiela?"
There are two Margiela stores in downtown NYC: MM6 and the Margiela boutique store. The correct store was the Margiela Boutique at 803 Greenwich St.
Once you arrived at the Margiela boutique, you were looking for a sign above the door with a bunch of numbers on it. The number in the bottom left corner of the sign (assuming you were not at MM6) was 17, which was the password that revealed location #4.
It just kept getting more difficult. The fourth clue read,
Kanye held the listening party for his sixth [solo] studio album at this photography studio in the Meatpacking District
ANSWER: MILK STUDIOS (450 W. 15TH ST)
Kanye's sixth, solo studio album was Yeezus, and the listening party was held at Milk Studios at 450 W 15th St.
Once you arrived at Milk Studios, you were looking for a hashtag printed on the front window of their store. The hashtag was comtexmilk, which was the password that revealed location #5.
The rest was easy. The final clue read,
Find the token
ANSWER: A FENCE ON 14TH ST & 10 AVE
Nearby Milk Studios was a lock attached to a fence. We set the code to 3-5-0. If you found the lock, you were to bring it to a safe place, take a photo of it, and DM it to us.
SECRET KANYE PACK
Although you may (or may not) have snagged the pair of Yeezy Boosts from the #YEEZMAS hunt, don't sweat it. We want to reward you for being such a big fan of Hypeist, so we're sharing our secret Kanye stash of stuff that you may have never seen before 👉 Secret Yeezmas Pack.