LAST Wednesday, there was a mob scene in Otto Tootsi Plohound store in SoHo – literally.
One minute, there were a handful of shoppers browsing the spacious Italian footwear shop at the corner of Lafayette and Prince streets – the next, hundreds of people were swarming in the door, milling about like a hive of caffeinated bees.
And five minutes later, they were gone.
No, there wasn’t a sudden shipment of rare Manolos – the crowd was the work of a mischievous underground movement called the Mob Project.
“The premise is to create an inexplicable mob, somewhere in New York, for 10 minutes or less,” says “twenty-something” Bill, the creator of the project – who wishes to remain completely anonymous.
“People come from out of nowhere, do something or mill around, and then disperse – leaving no trace.”
There’s no money involved, no political cause – not even a reality TV show.
It’s just a bunch of people coming together from out of nowhere because – well, because they think it’s pretty funny.
The absurdist Mob Project has been staging events every two weeks or so since the beginning of June – and its numbers are growing. One is planned for Thursday.
Bill’s method is simple: he sends an e-mail containing a time and meeting place to his friends. Who send the e-mail to their friends. And so on.
“The first time we did it, the e-mail specified where you were supposed to go [for the mob], Claire’s Accessories,” says Bill.
“And what happened was someone told the store beforehand – and the store sort of freaked out,” he says sheepishly.
After that, he began sending out a pre-mob destination, where he distributes directions – as well as a mini-script for members to follow.
On June 17, a throng of people descended on Macy’s rugs department, claiming they all lived in a Long Island warehouse together and were looking for “a love rug.”
And on July 2, a crowd formed at the Grand Hyatt on 42nd Street, near Grand Central Terminal.
They filled up the mezzanine overlooking the lobby – then burst into applause on cue.
But why do so many people actually show up? Don’t they have anything better to do?
“It’s just stupid human fun,” says Tom Griggs, a 34-year-old record label employee who showed up for the SoHo mob.
“I’m trying to hone my mob skills,” jokes Chris Gray, 32.
“I had nothing else to do,” says Andres Jiminez, 27. “I’m unemployed.”
“It’s the type of thing that only happens in New York City,” says Jeff Chenault, 31, an art director and Kansas City native. “How could I not go?”
But Chenault is wrong on that count – the Mob Project has spread to all corners of the country in just two months, with mobs popping up in San Francisco, Austin and Minneapolis.
“People take different messages from it,” says Bill, who will say only that he works “in the culture industry.”
“Some people see it as a social thing. For other people, it’s a political thing – going into the streets and creating something unexpected is a political statement inherently. You’re reclaiming the streets you live in,” he says.
“[Plus,] it’s just really visually stunning to be there when everybody comes together from out of nowhere,” Bill says.
He was there on Wednesday when the masses descended on the Otto Tootsi Plohound store at exactly 7:18, instructions in hand.
“You are on a bus trip from Maryland,” the slip of paper said. “You are excited but also bewildered. If you have a cell phone, dial a friend.”
And they all had to be gone no later than 7:23.
As they streamed into the store, people pulled out their cell phones and dialed – or pretended to dial.
“Guess where I am?” they all said, following the script. “In a SoHo shoe store!” Or “In one of those New York mobs!”
The shoe store staff, trapped behind the counter, was utterly bewildered.
“I just saw a guy who brought a date to the mob!” laughed designer Jake Barton, 30, on his way out of the store at 7:22.
“I feel like I’m still in character,” said Dan Bodah, 31, as he departed the mob site.
One thing Bill emphasizes is that his “unruly” mobs don’t actually get very unruly.
“It’s incredibly friendly,” he says. “People are so nice. Everyone has a shared purpose – if someone starts to act out, people will stop them from doing anything wrong. More so than they would if they were just out on the street.”
Nevertheless, he says, a mob does send a message.
“It’s very powerful when [people] get out of their daily routines and get out on the street,” he says.
“Not just to shop, but to come together and create something as a group.”