Cloud-print floors and glow-in-the-dark walkways are some of the fun features art director John Pentassuglia has included in Defhouse, a home in Milan designed for young social media influencers.
Designed to be the "ideal set for producing content", Defhouse is currently shared by seven influencers ? all between the ages of 16 and 19 ? who are keen to grow their followings on social media apps like Instagram and Tik Tok.
Defhouse was conceived by media company Web Stars Channel (WSC), which claims the property is the first of its kind to appear in Italy.
Defhouse is a home for young social media influencers
Several communal influencer homes, which are more commonly referred to as collab houses, have already sprung up in Los Angeles in the US, with one of the most well-known examples being The Hype House. These palatial homes are typically presided over by a management agency, which rent out the rooms to promising social media stars. In exchange for creating popular online content, the agency can help occupants secure lucrative sponsorship deals with brands.
Clashing patterns feature across the walls of the home's living room
WSC's founder Luca Casadei argues that Defhouse is unique in that it asks influencers to focus on producing work with depth and substance.
Those staying in the house will be asked to attend courses on issues such as sustainability and will be encouraged to learn about professions that lie beyond the realm of social media.
Occupants of Defhouse...