Jay-Z and Gucci Team up for "Decoded Jacket"



Gucci will partner with JAY-Z on the release of his first book, Decoded - the music icon’s story of the hidden meanings behind his songs and his journey through the hip hop experience. The partnership is part of a collaboration between JAY-Z and Bing to expose every page of the book in a unique way before its official release on November 16, 2010. The Bing interactive experience (www.bing.com/Jay-Z) enables people to decode the 36 songs in the book with clues leading to locations, like Gucci, that have inspired JAY-Z’s lyrics in Miami, New York, London, Las Vegas and Los Angeles. Clues will be distributed on JAY-Z’s Facebook and Twitter pages, JAY-Z.com and Bing.

On November 11th Gucci will reveal one of three hundred Decoded pages in its 5th Avenue flagship store. The page is printed on the lining of a Gucci one-of-a-kind leather bomber jacket designed by Gucci Creative Director Frida Giannini in collaboration with JAY-Z. Once the specially created bomber is discovered at Gucci, fans are instructed to text in a code found at the location and are encouraged to upload an image of the decoded page. Any player who locates a page online or in-person is entered into a draw to win the page they have located, signed by JAY-Z.

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