An articulating hook assembly adapted to pivot between open and closed positions as desired. The assembly includes a support frame, a hook pivot base of cloven construction projecting outwardly away from the support frame and a support hook adapted to pivotally engage the hook pivot base. The hook pivot base includes a pair of ear members separated by a variable width gap. At least one ear member includes a contoured inner face with a pattern of variable height surface structures including at least a first depression and a second depression with a raised height platform disposed between the first depression and a second depression. A projection finger on the support hook rides in sandwiched relation within the variable width gap such that upon rotation of the support hook between open and closed positions, the finger projection moves across the raised height platform surface between the first depression and a second depression.