Want to journey to a grittier time in New York City’s not-too-distant past, when the murder rate was sky-high, Times Square was a crossroads of crime, Starbucks had yet to arrive, and hardly anyone owned a cellphone?
A project designed to promote an art exhibit has turned 5,000 Manhattan pay phones into time machines that take callers back to 1993, a pivotal year in the city’s art, culture and politics.
Pick up a receiver on the rarely used phones that still dot the New York streetscape, punch 1-855-FOR-1993, and you will hear a notable resident recounting what life was like on that block 20 years ago.
“We liked, creatively, the idea of using a sort of slightly broken, disused system as the canvas of this project,” said Scott Chinn of Droga5, the ad agency behind the ad campaign for the art exhibit.
An eclectic mix of artists, writers, food and fashion stars, and others has been recruited to reminisce. The narrators describe a New York that was decidedly less gentrified than today — but also an easier place for a talented young person to gain a foothold.
Chef Mario Batali says in his sound bite that opening a restaurant was easier in 1993 when he debuted his first restaurant.
“You didn’t have to have a rich daddy or an investor or put together a team or anything like that,” he says. “It’s sad to watch the cost of business push the real individualist entrepreneurs out of the game.”
Bike shop owner Dave Ortiz remembers when the city’s Meatpacking District, now home to trendy restaurants and pricey boutiques, was the wild, wild West.
“The rats were huge,” he says. “They were as big as cats, so you had to walk in the middle of the street. It’s amazing what they turned it into. It’s cool but it’s lost its, like, authenticity.”
Rudy Giuliani was elected New York City mayor in 1993 and promised to crack down on crime and make the city more livable. Terrorists staged the first attack on the World Trade Center. The look of the city has changed dramatically as national retailers have replaced independent merchants. New York City’s first Starbucks opened in 1994.
The pay phone campaign runs through May 26.