Swedish housing developer Riksbyggen and BBDO Nordics have turned the country’s housing affordability crisis into three micro homes translating a stark set of statistics into an experiential marketing campaign people can physically step inside.

The installations are based on Riksbyggen’s new Square Metre Index, which calculates how much property an average 25-year-old can afford using income, savings, mortgage conditions and local house prices.

In Stockholm that figure is just 1.9 square metres, rising to 3.1 in Gothenburg and 4.5 in Umeå. Across the 209 municipalities covered by the index, 111 fall below ten square metres.

Rather than leaving those numbers in a report, BBDO Nordics built them at full scale turning data into a physical spectacle.

“We wanted people to experience the housing crisis rather than just read about it,” said Isabel Lechte, Strategic Marketing Communications Manager at Riksbyggen.

Anton Bolin, Art Director at BBDO Nordics, added: “Standing in front of a 1.9-square-metre house requires no explanation.”

The homes have already generated more than 10 million TikTok views and 75 pieces of media coverage, while drawing the issue into political debate. Sweden’s Minister for Housing has also visited the installation.