In Times of Social Distancing, Let’s Make the World a Little Smaller: Serviceplan Middle East Creates ‘Distant Neighbours’ Instagram Platform for Dubai Design District.
The campaign was conceived during lockdown in the UAE to encourage a sense of community between virtual neighbours from all corners of the globe.
Serviceplan Dubai have worked with Dubai Design District on “Distant Neighbours”, a unique social design project on Instagram. A first of its kind platform, the campaign was born out of the Coronavirus lockdown when people all around the world have had to live in isolation. „Distant Neighbours“ invites people to provide a snapshot of their home life, which is converted into an illlustration by digital artist Michelle Peric, and becomes part of an apartment block grid on Instagram, UNITING PEOPLE FROM ALL OVER THE WORLD as virtual neighbours in a virtual building.
We are living through some remarkable times, and the Covid-19 pandemic has necessitated a lot of behavioural changes in the very fabric of society. Not too long ago, many people would jet off across the globe on a whim, whereas since the global lockdown, everyone must think twice before simply going to see a neighbour. Homes have always been an important space, but in recen ttimes they have become the absolute centre of our universe. Opening the doors of our homes to other humans, and sharing with them this extension of ourselves, is the ultimate act of friendship and trust. The isolation experienced by many people during lockdown wsa the inspiration behind Serviceplan Middle Dubai‘s ‚Distant Neighbours‘ campaign for Dubai Design District. Serviceplan Middle East has it’s offices in the Dubai Design District, making this an even more sympathetic and authentic campaign since they are part oft he community.
‚Distant Neighbours‘ uses the Instagram grid cleverly to create the impression of a vertical residential tower. Silhouetted illustrations were commissioned from illustrator Michelle Peric to use as cover pictures, bringing to life the concept of living under the same roof.
Followers of @Distant.Neighbours on Instagram are invited to share pictures of the most unique aspects of their homes, and share a little insight about themselves with other community members. Each submission gets its own personalized illustrated cover that is created in real time each day. Once featured, the person is tagged with their very own apartment number, as their home becomes a part of this ever-evolving virtual residence. There has been great camaraderie between the neighbours since the project went live! This project is being supported and archived by Dubai Design District.