Book of HOV
The Book Of HOV is a tribute exhibition at the Brooklyn Public Library, Central Branch, recognizing Shawn “JAY-Z” Carter’s extraordinary journey from Brooklyn’s Marcy Projects to global figure.
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The Challenge
In early 2023, the year of hip-hop’s 50th anniversary, Roc Nation approached GENERAL IDEA to co-create an exhibition exploring the cultural influence of Jay-Z.
At the same time, libraries were becoming a cultural flashpoint.The Brooklyn Public Library, two miles away from Jay-Z’s childhood home in the Marcy Projects, became one of many libraries forced to engage with ideas of censorship for the first time in decades.
These two threads converged into an idea that explored the life and contribution of one of the great artists of the century, and a project that celebrated libraries at a fraught moment in their history.
Project Vision
To start, we defined an approach that aimed to do two contradictory things: underscore the epic nature of Jay-Z’s life and make it accessible & personal. We called this ‘Epic Storytelling on a Personal Level’.
In Summer 2023, the Library unveiled “The Book of HOV”, an exhibition woven into its 350,000 square feet. Between July and December it brought in more than 600,000 visitors, a 74% increase in attendance, including nearly 11,000 patrons on the final day – the most visitors recorded in a single day in Brooklyn Public Library history.
Design + Execution
The multimedia exhibit explores JAY-Z’s global impact as a musician, innovator, entrepreneur, and philanthropist.
The Book Of HOV presents thousands of archived objects, including original recording masters, never-before-seen photos, iconic stage wear, prestigious awards and recognitions, as well as videos and artifacts from every facet on JAY-Z’s professional life. Our goal, with The Book of HOV tribute exhibition, is to provide a behind-the-scenes look at a Hall of Fame songwriter and performer, successful business person, and a consequential philanthropist who has never forgotten the lessons he learned on the road to success. And the borough where his journey began.
Always bet on yourself.
Project Details
A profound example of leveraging a public landmark to radically transform a familiar environment into an eye-catching, poignant and enduring tribute. The function of their space, its prominent location, and grand scale ensures it commands attention and emphasizes the connection to the community, an appropriate parallel of the artist it is honoring”
Leveraging the local Brooklyn Library to highlight the monumental achievements of Jay-Z was a clever solution. The library is under attack in the United States, this project made the library a destination.”
Design Team
Ian Schatzberg (creative direction)
Ken Tokunaga (creative direction)
Zach Seely (curation)
Demarco Jones (account management)
Molly McMullin (producer)
Adam Morten (art director)
Jordan Barnett (art director)
Collaborators
K2 Design (architecture, physical fabrication)
Tribe Design (architecture, planning)
ESM Productions (physical fabrication)
4Wall Audio Visual
ADI: Audible Differences Inc.
AFORM Architects
All Access Staging and Productions
ATD Audio Visual Brooklyn
Atomic Productions
Daedalus Design and Productions
DCM Fabrication
Essay Video
Gander & White
Luxious Creative Boston
Medco Electrical
NAVA Press
New Project
Pink Sparrow
Professional Audio Design Inc.
Roc Builders
Rodney Gibble Consulting Engineers
Sandy Alexander
Scenicorp
Special Production Agency
TwoSeven
UniqueVisuals NY
Winick Productions
Photo Credits
GENERAL IDEA
Open Date
July 2023