{"id":152403,"date":"2026-04-23T17:59:29","date_gmt":"2026-04-23T15:59:29","guid":{"rendered":"https:\/\/www.bbs.unibo.it\/?p=152403"},"modified":"2026-04-23T17:59:40","modified_gmt":"2026-04-23T15:59:40","slug":"spazi-belli-and-anastasia-leshchenko-how-to-build-italys-leading-interior-design-community","status":"publish","type":"post","link":"https:\/\/www.bbs.unibo.it\/en\/spazi-belli-and-anastasia-leshchenko-how-to-build-italys-leading-interior-design-community\/","title":{"rendered":"\u201cSpazi Belli\u201d and Anastasia Leshchenko: how to build Italy\u2019s leading interior design community"},"content":{"rendered":"

An alumna and faculty member of Bologna Business School, founder of <\/span>Spazi Belli<\/b>\u2014the largest interior design community in Italy\u2014and, as of this year, also the face of La7 with the program <\/span>\u201c\u00c8 quella giusta, la casa che cercavi.\u201d<\/span><\/i><\/p>\n

<\/p>\n

Anastasia Leshchenko\u2019s journey reflects something often discussed in the classroom and lived firsthand: how to build a strong <\/span>positioning<\/b>, and why <\/span>consistency<\/b> matters more than <\/span>virality<\/b>.<\/span><\/p>\n

\u201cSpazi Belli\u201d 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?<\/span><\/i><\/p>\n

\u201cSpazi Belli was born in a very organic, almost instinctive way, from a <\/span>personal experience<\/b> before a professional one: buying my first home. It was precisely from that moment\u2014and from a certain disappointment with how both home selection and renovation are often approached\u2014that the desire to create Spazi Belli emerged.<\/span><\/p>\n

It became a way to tell the story of homes through the people who design them, giving value to both the <\/span>human dimension<\/b> and the <\/span>design perspective<\/b>.<\/span><\/p>\n

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

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

The move to television\u2014especially with La7\u2014was 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.<\/span><\/p>\n

For me, it\u2019s a natural evolution of the storytelling. The <\/span>medium has changed<\/b>, not the way I look at homes: always with curiosity, respect, and a desire to understand what truly lies behind a lived space.\u201d<\/span><\/p>\n

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?<\/span><\/i><\/p>\n

\u201cThe work done online was crucial. Not only in terms of visibility, but above all in terms of <\/span>positioning<\/b>.<\/span><\/p>\n

People often talk about the \u2018creator economy,\u2019 but in my case it was more about building <\/span>credibility over time<\/b>: <\/span>consistent content<\/b>, a <\/span>recognizable format<\/b>, <\/span>editorial coherence<\/b>, and, most importantly, an audience that gradually developed <\/span>trust<\/b>.<\/span><\/p>\n

Television didn\u2019t \u2018discover\u2019 something out of nowhere. It identified a language that had already been tested, recognized, and validated by a real community.<\/span><\/p>\n

This is the real shift: the web is no longer the only one looking at TV\u2014TV 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 <\/span>consistency<\/b>.\u201d<\/span><\/p>\n

As a faculty member in the Master in Digital Marketing & Communication, how will this experience influence what you bring into the classroom?<\/span><\/i><\/p>\n

\u201cIt deeply changes the way I look at the relationship between <\/span>theory and practice<\/b>.<\/span><\/p>\n

In digital marketing, we are used to studying <\/span>models<\/b>, <\/span>frameworks<\/b>, and <\/span>strategies<\/b>. But when you enter a context like television\u2014with a different audience, a different language, and entirely new constraints\u2014you realize that communication is never just about the channel: it\u2019s about <\/span>continuous adaptation<\/b>.<\/span><\/p>\n

This experience reinforces a concept I already bring into the classroom: the centrality of <\/span>positioning<\/b>. It matters less where you communicate if you haven\u2019t clearly defined what you are, regardless of the medium.<\/span><\/p>\n

Channels change, but clarity of <\/span>identity<\/b> is what allows you to move across them without losing direction.<\/span><\/p>\n

And I would add one more thing: the ability to remain <\/span>consistent while evolving<\/b>. Today, the challenge is no longer just to be present, but to be <\/span>recognizable<\/b> across increasingly diverse contexts.\u201d<\/span><\/p>\n

A piece of advice for those starting to build their digital presence today\u2014and who may still underestimate its professional potential?<\/span><\/i><\/p>\n

\u201cMy advice is simple, but often overlooked: start by thinking about <\/span>consistency<\/b>, not visibility.<\/span><\/p>\n

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

And above all: don\u2019t wait until you feel ready. Digital does not reward perfection\u2014it rewards <\/span>clarity<\/b> and <\/span>consistency<\/b>.<\/span><\/p>\n

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\u2014even when results are not immediate.\u201d<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

An alumna and faculty member of Bologna Business School, founder of Spazi Belli\u2014the largest interior design community in Italy\u2014and, as of this year, also the face of La7 with the program \u201c\u00c8 quella giusta, la casa che cercavi.\u201d<\/p>\n","protected":false},"author":132,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[207,92],"tags":[],"rubrica":[],"class_list":["post-152403","post","type-post","status-publish","format-standard","hentry","category-news-en-2","category-news-en"],"acf":[],"yoast_head":"\n\u201cSpazi Belli\u201d and Anastasia Leshchenko: how to build Italy\u2019s leading interior design community | BBS<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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