During New York Fashion Week 2025, a surreal installation will challenge passersby in SoHo: a claw machine titled “PAIN” featuring a genuine Hermès Birkin bag as its unreachable prize. The machine, created by the experimental studio Uncommon, will appear on September 13 and 14 at 416 W Broadway, giving curious visitors a chance to play a game designed to be unwinnable.
The concept is straightforward yet cutting. The claw machine tempts players with the coveted Birkin bag, a symbol of status and luxury retailing for tens of thousands of dollars. But no matter how many attempts are made, the outcome is predetermined: the bag cannot be won. The futility is the point. Uncommon crafted “PAIN” as a metaphor for the relentless and often rigged hustle culture of New York City.
In a statement, Uncommon described the installation as “a reminder that in NYC, pain is the cost of proximity to greatness.” The project resonates with the frustrations of many New Yorkers facing high rents, an unforgiving labor market, and the pressure to succeed in an environment where opportunities often feel just out of reach. The message aligns with a broader cultural shift as younger generations question traditional ideals of success and self-reliance in America.
Fashion Meets Social Commentary
This isn’t Uncommon’s first provocation. In 2024, the studio went viral with its Ratboot drop, a set of platform cage boots that juxtaposed high fashion with the city’s notorious rat infestations. The collective has also showcased work at Dutch Design Week, collaborated with Heatherwick Studios on public architecture, and premiered its film The Thing with Feathers at Sundance. “PAIN” continues the group’s pattern of blending satire, design, and cultural critique.
Souvenirs Instead of the Prize
Although no player will walk away with the vintage Hermès Birkin, Uncommon will release a line of merchandise tied to the installation. T-shirts, tote bags, hats, stickers, and keychains will be sold on-site and online. The merch drop reinforces the theme: you cannot have the ultimate prize, but you can buy into the experience with a token. True to Uncommon’s ironic style, even these items carry a satirical undertone, poking fun at consumerism and the commodification of exclusivity.
Experiencing PAIN in SoHo
The claw machine will be free and open to the public throughout the weekend, offering an interactive experience that blends absurd humor with sharp social commentary. While Hermès has no involvement in the project, the installation’s placement during New York Fashion Week ensures it will spark conversation across both the art and fashion worlds.
As thousands flood into Manhattan for runway shows from brands like Marc Jacobs, Coach, and Tory Burch, Uncommon’s impossible claw machine stands as a counterpoint, reminding audiences that in a city built on dreams, access often remains out of reach.
Follow @NY_PAIN_OFFICIAL on social platforms for updates, behind-the-scenes content, and future activations.
