Hong Kong, the world’s top luxury housing market, has a large problem with housing for the poor. The city’s solution is the Subdivided Flat – the subdivision of a normal flat into a bunch of tiny little spaces, sometimes no bigger that a car parking space.
The Society for Community Organisation (SOCO) and Hakuhodo Hong Kong decided to highlight this poor housing solution to put pressure on the government to act.
They devised the “Subdivided Flat in a Lane” campaign that showed real life examples of people living in subdivided flats. Hakuhodo collaborated with multimedia artist Hiroyasu Shimo and set up a digital screen in a lane between building in a busy Hong Kong district. The screen dramatised the experience of living in one of Hong Kong’s many subdivided flats.