It was near Piccadilly Circus, in the heart of London.
By 4:00 p.m., when the store officially opened, the line was circling the block. Most of the visitors were teenagers and children with their parents.
There was also a floating gold bottle pouring gold liquid.
This was a nod to the sale of one billion bottles of the drink.
It had Prime-branded t-shirts and caps, as well.
Visitors would receive these three items for free when coming into the store, after trying their luck at winning the gold bottle.
That included the branded puff coats of the store employees.
While the store was full of Prime-branded objects, nothing in there was for sale. Some merch would be given away as freebies to the visitors, but the rest was only meant to act as props for photos and videos.
YouTuber and former NASA engineer Mark Rober had designed the glass case.
He was carrying a briefcase that held the coveted $500,000 gold bottle.
The visitors would then walk up to the glass case and type a six-digit code in a keyboard in front of the bottle to try and win it.
These included a London phone booth with a Prime-bottle-shaped receiver.
This gold pair of Crocs was displayed in one of the windows.
This is a hint to KSI and Logan Paul's former boxing mega-rivalry.
Before they founded Prime, the two YouTubers competed in amateur boxing matches in 2018 and 2019, and were known for being enemies, although Logan Paul admitted in 2020 that the rivalry was "all for show."
These were also branded, and said "Prime" in blue on the side.
Visitors would line up to enter the vault and would have 20 seconds to type in the six-digit code for a chance to win.
KSI was there to take some content and sign autographs.
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