Summary
- A claw machine installation called “PAIN” will be in SoHo during New York Fashion Week, featuring an unattainable Hermès Birkin bag.
- The game, arriving at a SoHo location this coming weekend, is a metaphor for the “rigged” nature of hustle culture in NYC.
As New York Fashion Week kicks off, a surreal claw machine housing a single Hermès Birkin bag will land in the heart of SoHo this weekend. Though hundreds of pedestrians will get the chance to try their hand at the playful installation, the creators of the game have ensured that the prize is *absolutely* unattainable — but that’s the exact point of the installation, aptly titled “PAIN”.
The installation from the creative studio Uncommon is a metaphor for the never-ending grind in the city that never sleeps. The prize is just within reach, and yet it somehow feels unattainable. In other words, Uncommon is saying the game is completely and utterly rigged.
“Whether you’re in it for the fashion, the irony, or the existential crisis, PAIN is a must-cover for anyone who understands that in NYC, pain is the cost of proximity to greatness,” Uncommon said in a statement.
The message resonates with a familiar sentiment expressed by many Americans, particularly in New York City, where today a competitive labor market and exorbitant cost of living can make the dream feel more like a sick game. Despite the chaos and uncertainty, hustle culture encourages the chase as part of the wild ride of living in the Big Apple. However, as the tone shifts among young New Yorkers, more and more people are questioning the all-American attitude of pulling yourself up by your bootstraps.
While Uncommon isn’t giving away a free vintage Birkin, a collection of tees, totes, hats, keychains, and stickers will be available on-site and online for purchase. The merch drop furthers the commentary: you can’t have the grand prize, but you can purchase a souvenir. Knowing Uncommon’s ironic activations and tongue-in-cheek sensibility, one can imagine that even the merch is offered with a sarcastic wink.
“PAIN” is only the latest provocation of Uncommon, the minds behind the viral Ratboot drop in 2o24. The studio juxtaposed high fashion, via platform cage boots, with New York’s infamous street rat infestations — a jarring metaphor for the extremes of the city. The new installation follows the studio’s Sundance-debuted feature film The Thing with Feathers, a sculptural furniture show at Dutch Design Week, and public architectural partnerships with Heatherwick Studios.
“PAIN” will be open to the public from September 13 to 14 at 416 W Broadway, New York. Follow @NY_PAIN_OFFICIAL for updates on the installation.
This is an independent art project and is no way affiliated or endorsed by any bag manufacturer.
The post An *Impossible* Birkin Claw Machine Is Coming To NYFW appeared first on Hypebeast.
