This paper examines emerging issues regarding Singapore public housing. With over 80 % of rapidly ageing population living in public housing the elderly perspective is of paramount importance for future development. Following a brief introduction of Housing and Development Board HDB 2 model we are examining new ideas occurring in different scopes and scales, from apartment to urban environment level. Issues like ageing in place, dignity, salutogenesis, active and independent life, image and identification, and other themes pertinent to old age are revisited. Recent issues like high-rise/high-density, consumerism and branding suggest that the usual dogmatic approach to elderly in public housing could be converted to result in creative, affordable, profitable and integrative public housing design.