A luxury home in Italy where reality blends in with the virtual world
Devhouse ... a Tik Tok star making house
The iconic apartment attracts young men who dream of becoming a movie or TV star.
A.F.B.
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Eight young people between the ages of 16 and 20 dream of becoming a movie or TV star, and they already have 16 million followers on TikTok thanks to Devhouse, an Italian incubator for those seeking stardom through social media.
The incubator is located on the upper floor of a luxurious house in eastern Milan, measuring 500 square meters, its walls are painted in fluorescent colors, and it has a glass façade, a giant balcony and a jacuzzi, and every corner of it is designed to serve as a background for videos of a few seconds that the residents photograph.
Decorated with geometric patterns, this two-story apartment is inspired by the Memphis School, an art movement founded in Milan in 1981 by the architect and designer Ettore Sotsas.
In this climate, real life identifies with the virtual world, and the boundaries between them become blurred in this place whose address is kept strictly confidential.
"Passers-by recognize me when I walk the streets of Milan," says Simone Berlin, a tall, brown, gorgeous 20-year-old man.
Berlin believes he can make a living from what he does thanks to brands that sponsor young social media stars.
This former business administration student considers Diffhouse as a "starting point" for a future career he hopes will be in the field of acting.
Since moving to the incubator headquarters, which was inaugurated on October 15, 2020, the number of Simone's followers on TikTok has doubled, reaching about 2,700,000.
The same applies to 20-year-old Elicia Lantza, whose follower has grown to 1.4 million, but realizes that success in the virtual world is fleeting. "One day we touch the stars, and the next day we fall to the lowest level," she says.
'Generation Z'
Devhouse members produce dozens of videos a day.
Their smartphones are connected to a "LED" system that provides perfect lighting, and they keep busy in their diaries by jumping, pretending to sing or dancing to the rhythm of disco music or photographing a scene in the kitchen.
"At first, I was not convinced at all, as I did not see moving lips to the notes of music without Even singing requires no talent. ”
However, he admits that he soon realized the "creative potential" of TikTok, establishing "Devhouse" along the lines of "Hype House" in Los Angeles, and its mission is to provide "training and design" for "Generation Z" children between the ages of 15 and 24 years. .
“The young people of the Tik Tok generation know nothing about politics, and they don't seek to know,” Cassady notes.
Their ability to focus is weak, hence the idea of training them. ”
The training program includes courses in politics and current affairs, recitation and recitation, music and culture, or even healthy social behaviors.
Luxury signs
In terms of business, the equation is simple: Webstars contracts with luxury brands, and with companies for smartphones and CD equipment, and pays rising Divhouse stars a portion of the revenue.
Luca Cassady describes them as "the creators of the digital world, and they absorb the brand's philosophy in a natural and fun way."
The profitability of the project was greater than what was expected.
"We thought that we would be compensated for what it cost us after three years. The rent alone is 500 euros per day, but we reached compensation for it after three months," Cassady said.
TikTok was very popular in Italy during the lockdown phases to confront the "Covid-19" pandemic.
The design of the apartment was inspired by the Memphis Technical School.
Every corner is designed as a backdrop for your videos.
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