Pain

During New York Fashion Week, we created PAIN: an unwinnable claw machine in SoHo holding a vintage Hermès Birkin bag. It was designed to provoke, frustrate and amuse. Thousands of people queued, played and failed. The installation later traveled to London, appearing for a month at the MOCO Museum, launching during London Fashion Week. Its reach and resonance reinforced the idea that PAIN wasn’t just about one city - it’s a metaphor for the relentless hustle in major cities, where success is visible but rarely attainable.