Uncommon Creative Studio is installing a striking installation titled “PAIN” in SoHo during New York Fashion Week — a claw machine housing an Hermès Birkin bag, but with clear intent: the prize is utterly unattainable.

The idea serves as a metaphor for the rigged nature of hustle culture in New York City — the pursuit is constant, success seems close, but always out of real reach. Despite the large number of people who will try to claim it, the sense of the game is that it was rigged from the start.

Even though the Birkin remains unreachable, visitors to the installation will be able to purchase additional branded items like tees, totes, hats, keychains, and stickers — a souvenir from the concept, since the grand prize cannot be won.

The “PAIN” installation will be open to the public on September 13 and 14 at 416 W Broadway, New York.

Photos Courtesy of Uncommon Creative Studio