Dubai Design District: Serviceplan Middle East Create ‘Distant Neighbours’ Instagram Platform

In times of social distancing, ‘Distant Neighbours’ aims to make the world a smaller place

Dubai Design District (d3) and Serviceplan Middle East have collaborated to create Distant Neighbours, a unique digital project on Instagram, to connect the world under one Insta-address.

The platform reflects urban society during a time of social distancing. It aims to help us overcome loneliness and isolation experienced during the COVID-19 global health crisis by inviting everyone to provide a snapshot of their home. 

Argentina-based artist Michelle Peric, who studied in Dubai, turns this image into an illustration which becomes part of the Distant Neighbours apartment block, uniting people from all over the world as distant neighbours in an ever-evolving virtual residential tower. 

‘Distant Neighbours’ uses the Instagram grid to create the impression of a residential tower. Silhouetted illustrations are commissioned from Peric to use as cover pictures, bringing to life the concept of living under the same roof. 

Khadija Al Bastaki, Executive Director of d3, said: “We continue to witness exceptional circumstances every day and taking a step back to reflect, appreciate one another and share experiences is important as we gradually return to a new normal. Distant Neighbours is an exciting, Dubai-based creative platform that brings people together to connect, collaborate and co-create at a time when socially responsible design has never been so important. With social distancing measures still in place around the world, our community will relish the opportunity to express themselves by joining this vibrant digital neighbourhood to showcase local talent.”

Serviceplan Middle East is based in d3, the beating heart of creativity in the UAE, making this campaign even more authentic as the two unite to provide a window into our urban lives.

d3 is a business community dedicated to fashion, art and design as serves as a vibrant hub that is home to over 9,000 people and more than 385 business partners including Dior, Burberry, Zaha Hadid Architects and Foster + Partners. It is strategically located in the heart of Dubai. 

Followers of @Distant.Neighbours on Instagram are invited to share pictures of the most unique aspects of their homes and provide insight about themselves and their community members. Each submission receives a personalised illustrated cover created in real-time each day. Once featured, the person is tagged with their own apartment number, as their home becomes part of this virtual residence. There has been great camaraderie between the neighbours since the project went live. This project is supported and archived by d3. 

Distant Neighbours is a special project for illustrator Michelle Peric, since quarantine has affected every person in the world, and being able to capture intimate, personal moments and moods is something she aspires to capture. These stories will be relevant throughout our times, as the experiences illustrated resonates within each of us that has been affected by the COVID-19 pandemic and how it has shaped our way of living under quarantine.

Through this project, Serviceplan Middle East and d3 hope to empathise, reconnect, and reflect with a sense of wonder and sympathy during such a strange time for humanity.

Source: Serviceplan Middle East

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