For New York Fashion Week, a surreal installation titled “PAIN” invites the public to try and fail at winning an Hermès bag.
Summary
- Titled “PAIN,” the project by creative studio Uncommon is a statement on the difficulty of life and the feeling of unattainable success in New York City.
- The installation will be open to the public on September 13 and 14, with merchandise available for purchase on-site.
This weekend in SoHo, a glass box will hold a single Hermès Birkin bag. It is not a boutique display, but a claw machine, timed to coincide with New York Fashion Week. While anyone can try to win the bag, the game is designed to be impossible. The installation’s creators, the creative studio Uncommon, have made the prize completely unattainable.
The project is titled “PAIN” and acts as a direct comment on the continuous effort required to live in New York. The desired object is visible, almost touchable, yet remains out of reach. Uncommon positions the rigged game as a reflection of the city itself. “Whether you’re in it for the fashion, the irony, or the existential crisis, PAIN is a must-see for anyone who understands that in NYC, pain is the cost of proximity to greatness,” the studio said in a statement.
The installation’s idea speaks to a wider conversation happening among New Yorkers. In a city with a competitive labor market and a high cost of living, the traditional promise of success can feel hollow. The concept of “hustle culture” is being questioned by a younger generation that is reconsidering the “pull yourself up by your bootstraps” narrative.
While no one will be leaving with a vintage Birkin, Uncommon is offering a collection of tees, totes, hats, keychains, and stickers. The items will be sold at the installation and online.
“PAIN” is located at 416 W Broadway and will be open from September 13 to 14.
