Now at the MOCO Museum in London 👀
Now at the MOCO Museum in London Now at the MOCO Museum in London 👀
Now at the MOCO Museum in London 👀 Now at the MOCO Museum in London Now at the MOCO Museum in London 👀
WHERE IT STARTED: A NEW YORK FASHION WEEK ACTIVATION
New Yorkers love pain. How else do you explain paying $7K for a windowless shoebox apartment with six roommates, standing in line for hours to try a “viral” bagel, and inhaling the sweet smell of human pee on a daily basis?
So during New York Fashion Week, we turned this masochism into the main attraction with PAIN: a Soho installation built around one claw machine, housing one impossible-to-win, $20,000 authentic vintage Birkin bag.
@ny_pain_official
THE PAIN MACHINE
Catching Eyes
PAIN didn’t just turn heads on the streets of SoHo and across the internet — it grabbed the attention of major media outlets, including The Washington Post, Hypebeast, and Complex.
Follow along @ny_pain_official to see where pain will go next 👀
Follow along @ny_pain_official to see where pain will go next 👀
And it took a trip across the pond 👀 Taking residence at the MOCO Museum in London.
Ad Age 2026 Creativity Awards Finalist: Experiential Campaign of the Year
DMA Awards 2025 (Gold)
Currently at MOCO Museum in London
CCO: Sam Shepard
Creative Directors: Kelley Barret + Katie Dinardo
Creatives: Mollie Bond + Jacques Wortsman