How This Converted Parking Space Is Highlighting Skyrocketing Toronto Rent Prices
In Toronto, according to the Rental Market Report of 2023, an average one-bedroom apartment is priced at $2,532 a month. Let that sink in. If you earn the province’s minimum wage ($16.55) and work a standard 40-hour week, you’re earning $2648… before tax. Talk about not exactly affordable!
Unfortunately, it’s like this not only in Ontario, but throughout all of Canada, across multiple socioeconomic levels. Whether you’re renting, mortgaging, or buying, the housing market is not friendly at the moment, and it’s hurting people as a result.
To draw further awareness to this fact, creative agency Sid Lee partnered up with United Way Greater Toronto to transform a 150 square foot parking space into a ‘one-bedroom’ unit. Listed for an astounding $250 per month - you know, the actual price of a parking space - this exhibition served as a testament to the fact that more and more people are stuck feeling like the only place they actually can afford to live is, well, a parking spot. Titled ‘OpenHouse’, this live event invited people to see the nature of the problem first hand - something further highlighted by the fact that unfortunately, there were those who actually enquired about the possibility of renting out this bathroom-less, kitchen-less, practically unlivable space.
LBB’s Josh Neufeldt sat down with Sid Lee executive creative director Jeffrey Da Silva, and United Way Greater Toronto director of communications Joshua McLarnon to learn how this idea and execution came to fruition.
LBB> Specifically, where did the idea of doing a live event come from? And what made a parking space the right choice for the creative?
Jeffrey> We always saw ‘OpenHouse’ as a live event. When you see the space, you see the reality that minimum wage workers face.
On top of that, promoting a 150 square foot unit for only $250 a month in a city where the average rent is over $2500 a month got us a ton of traction very quickly. And, activating it during Nuit Blanche and one week before World Homeless Day (October 10th) allowed us to hijack foot traffic of over a million people in Toronto.
As for the choice of location, a parking space is a real, physical space that anyone can rent for only a few hundred dollars per month. Presenting one as a fully staged home to rent really puts today’s cost of living into perspective. And through ‘OpenHouse’, it allowed people to visit the space in person and experience it like installation art, with gallery-style placards at various spots describing the ‘rooms’ and realities that people living in poverty face every day. Sadly, there were actually people who reached out online to rent the space.
LBB> Creatively, how does one plan for something like this?
Joshua> Planning for ‘OpenHouse’ involved weeks of coordination with Sid Lee to ensure every detail conveyed the urgency of the housing crisis effectively. And, the transformation of a parking space into a lifelike one-bedroom apartment required attention to every aspect, from furniture selection to the installation process, creating an extraordinary, engaging experience.
Yet, what was so different about this project was the personal stories and touches that came through each planning meeting. There was a very immediate realisation that basic comforts like a kitchen or bathroom would be missing, but also that housing unaffordability pushes people to live in unlivable places and spaces just like this. Moreover, people shared stories of their own struggles and hardships, and as they ‘toured’ the space, the familiarity of individual items and artefacts in the ‘apartment’ - lamps and second-hand furniture passed through different apartments - brought a personal connection to the exhibit.
LBB> This campaign is driven by research about housing statistics and costs. What was your process like, and what were the biggest takeaways that came from it?
Joshua> United Way Greater Toronto’s work has always been deeply rooted in research. The starting point for much of our work was leveraging previous reports completed in-house, including the ‘Vertical Legacy’ report, and reports on social capital and inclusive communities. All of this was supplemented with the many available data points regarding affordable housing in the GTA market.
Again and again, the takeaway was this insurmountable math problem minimum wage earners were facing when it came to housing. It was important for that reality to show through in all the touches of ‘OpenHouse’, including the interconnected nature of this affordability crisis, stretching to food security, dignity and safety.
Jeffrey> The stats were further bolstered by online conversations pointing out how landlords were renting refurbished closets and unlivable spaces as one-bedroom units, with the key takeaway remaining the same: the average Canadian is struggling to afford basic living. While the project was focused on minimum wage earners, this is something every Canadian is feeling today, from stagnant wages to rising mortgage rates.
LBB> What was the setup process like, and how did you collaborate with United Way to bring this to life?
Jeffrey> In conversation with United Way, we staged ‘OpenHouse’ in a way that felt both realistic, yet strangely aspirational - the way a real open house would make the best of the space it had to work with. It needed to feel appropriately dressed to what a minimum-wage earner could afford, while showing respect to those living at or below the poverty line. The furniture and staging were primarily a combination of reused and donated items. The bed and side table were purchased from an affordable, ready-to-build furniture store, and will be reused for future ‘OpenHouse’ events presented by United Way.
Regarding production, the parking space itself was provided by Sid Lee’s property manager, Hullmark. And as for bringing it to life, the production crew was small and nimble, with companies like AlterEgo and TA2 generously providing time as well.
LBB> And how did the execution actually go? How did people respond, and do you have any anecdotes from the event?
Jeffrey> The event had a lot of organic traffic, with reactions ranging from shock to genuine concern for the state of the world today. Some who thought it was a real listing were baffled at how a person would live there without a bathroom or ventilation, while others who were faced with the reality of housing in the GTA were shocked and even saddened that this is what the future is becoming. Online ads for it got responses of interest to rent the space. Even a local member of provincial parliament showed up, allowing United Way to speak to them about much needed policy change that would benefit their constituents.
Joshua> One of the most enduring memories from the event was overhearing conversations as guests left the space. This exhibit had challenged pre-conceptions and more often than not, we witnessed those visitors in groups verbally processing what they just saw and how it was closer to reality than any of us would wish.
LBB> As a whole, what challenges came with this project, and how did you overcome them?
Jeffrey> Our production timeline was short. We developed and built every asset in under two weeks, including collateral materials and social content. And as for the event itself, we had only one day to pull it all off, so timing from a production standpoint was meticulous. We had to accommodate for setup, interview footage, a media hour, shooting the space itself, and allowing for the live event during Nuit Blanche. Our team had to be nimble and budget-conscious, taking on non-traditional roles. All of us were moving furniture and working through the set design. Agency PR and content teams were on site with the client, greeting media and posting assets to drive traffic as they were created.
LBB> What lessons have you learned in the making of this campaign?
Jeffrey> Having full team collaboration across all departments was key, as well as having an incredible client. Sid Lee and United Way Greater Toronto worked in lockstep, often with feedback and quick approvals daily - sometimes by the hour.
This all proves that even a small team on a shoestring budget can do something big when the passion is there. And when you put forward an idea that speaks to so many, people take notice.
Beyond this, however, the campaign gave us a lot to consider. We’re seeing this happen more and more; tiny, unlivable spaces being set up as rental opportunities. We wanted to address that head on and really put a spotlight on what Canadians, in the GTA and all over Canada, are facing as costs for housing, groceries and everything else continues to climb. So, turning a parking space into a rental unit, because that’s the only affordable rental space left… It really makes you think about the tough choices so many people are forced to make every day.
Joshua> The campaign underscored the power of immersive experiences in raising awareness and inspiring action on critical social issues. It also reinforced how an activation event can be a starting point - one that we have a responsibility to continue. We look forward to utilising this visual asset in other spaces and places across the GTA to keep the conversation going.
LBB> Finally, what has been the reception of ‘OpenHouse’ internally at United Way?
Joshua> Internally, ‘OpenHouse’ has been embraced with a lot of enthusiasm. The evening saw members of our team volunteer, visit, and bring their families and friends. Beyond that, this has created momentum and energy to find bold, new ways to advocate for these six critical policy changes that can help change the tide of rental affordability.
