“Spazi Belli” and Anastasia Leshchenko: how to build Italy’s leading interior design community

23 April 2026

An alumna and faculty member of Bologna Business School, founder of Spazi Belli—the largest interior design community in Italy—and, as of this year, also the face of La7 with the program “È quella giusta, la casa che cercavi.”

Anastasia Leshchenko’s journey reflects something often discussed in the classroom and lived firsthand: how to build a strong positioning, and why consistency matters more than virality.

“Spazi Belli” started as a digital project and became a recognizable brand with a real, loyal community. At a certain point, La7 arrives with a TV show dedicated to living spaces. Can you briefly tell us about your journey?

“Spazi Belli was born in a very organic, almost instinctive way, from a personal experience before a professional one: buying my first home. It was precisely from that moment—and from a certain disappointment with how both home selection and renovation are often approached—that the desire to create Spazi Belli emerged.

It became a way to tell the story of homes through the people who design them, giving value to both the human dimension and the design perspective.

My background is not linear within the world of interior design. I come from a life shaped by different countries, cultures, and very different homes. Perhaps this is what led me to observe spaces more than design them.

With Spazi Belli, we started by sharing homes on social media with a very simple approach: putting projects and the professionals behind them at the center. Over time, this evolved into a real community of private clients, architects, and companies who recognized themselves in this way of seeing living spaces.

The move to television—especially with La7—was completely unexpected. Hosting a TV show was never a goal, nor something I was actively pursuing. It reflects exactly what is happening today: projects that are born online, grow stronger, and are then picked up by more traditional media.

For me, it’s a natural evolution of the storytelling. The medium has changed, not the way I look at homes: always with curiosity, respect, and a desire to understand what truly lies behind a lived space.”

This shift is clear: today television looks for talent on the web, not just the other way around. How important was what you built online when this opportunity materialized?

“The work done online was crucial. Not only in terms of visibility, but above all in terms of positioning.

People often talk about the ‘creator economy,’ but in my case it was more about building credibility over time: consistent content, a recognizable format, editorial coherence, and, most importantly, an audience that gradually developed trust.

Television didn’t ‘discover’ something out of nowhere. It identified a language that had already been tested, recognized, and validated by a real community.

This is the real shift: the web is no longer the only one looking at TV—TV is also observing what has already proven to work in the digital space. And in my case, what made the difference was not virality, but consistency.”

As a faculty member in the Master in Digital Marketing & Communication, how will this experience influence what you bring into the classroom?

“It deeply changes the way I look at the relationship between theory and practice.

In digital marketing, we are used to studying models, frameworks, and strategies. But when you enter a context like television—with a different audience, a different language, and entirely new constraints—you realize that communication is never just about the channel: it’s about continuous adaptation.

This experience reinforces a concept I already bring into the classroom: the centrality of positioning. It matters less where you communicate if you haven’t clearly defined what you are, regardless of the medium.

Channels change, but clarity of identity is what allows you to move across them without losing direction.

And I would add one more thing: the ability to remain consistent while evolving. Today, the challenge is no longer just to be present, but to be recognizable across increasingly diverse contexts.”

A piece of advice for those starting to build their digital presence today—and who may still underestimate its professional potential?

“My advice is simple, but often overlooked: start by thinking about consistency, not visibility.

Digital presence is not a single successful piece of content, but the accumulation of coherent choices over time. At the beginning, it may feel like nothing is happening. In reality, that is exactly when everything is being built: language, positioning, and trust.

And above all: don’t wait until you feel ready. Digital does not reward perfection—it rewards clarity and consistency.

Today, we all have tools that allow us to tell our story and create real opportunities. But tools are not the differentiator. What matters is the ability to stay true to who you want to become—even when results are not immediate.”