If people won’t come to the viewing, then the viewing must come to the people. HSB has built a prototype of its new-style apartment in Nordstan, Northern Europe’s largest shopping centre. Through social media, 2 actors were recruited, and they lived in the apartment for 2 days. They gave a live commentary on their experience on Twitter, and Skyped with young people all over the world who were also living in a limited space. To show just how big and well-planned a small apartment can be, we invited a Marching Band, Sweden’s leading sports robots and the Spinn Dance Company to try their space-demanding activities in the apartment.

220 actors applied for the job, and were keen to live in the apartment. The target was to reach 30 prospects… 3 apartments were sold during the event and 60 people expressed real interest in a new apartment. A whole new target group was reached: Immigrants and second-generation Swedes.