Benetti steps in Defhouse, the Milan based creative hub for gen Z

Defhouse emerged in 2020 as Italy's pioneering concept house, where until the summer of 2023, young artists lived day and night, stimulated and encouraged to cultivate their talents. A truly training hub for content creators, where young people lived their lives autonomously while attending training courses ranging from artistic themes to current issues such as ecology and sustainability, politics, and various forms of communication, as well as being introduced to new digital professions.

Defhouse is a project signed by WSC, a digital company specialized in content creation and training for the most followed creators in Italy. Founded in 2012 by Luca Casadei, a talent scout, communication expert, and entrepreneur, WSC was the first Italian entity to understand the web’s dynamics and the potential of native digital content, turning them into market opportunities.

Defhouse has now evolved into more than just a content house - it's a vibrant creative hub, an aspirational space tailored for Gen Z, interactive and technologically advanced, meticulously designed to inspire content creation in every space.

Fluorescent colors, neon signs, iconic designer furnishings—Defhouse provides the perfect backdrop for content production. It's within these stimulating environments that Benetti, an Italian company specializing in maintenance-free indoor vertical gardens, makes its mark, with two interventions: the first in the Spa area of Defhouse, while the second creates wellness-focused and chill spaces in the adjacent offices.

Within the Spa area, Defhouse hosts a "Winter Garden" where Benetti has crafted a wall using 100% natural lichen, stabilized in Moss Cream beige color. A notable feature is the introduction of a new product line: foliage that is not only stabilized but also dehydrated. Various types of natural plants, from pampas to eucalyptus, have been combined onto the lichen wall, requiring no maintenance as they do not need water or sunlight.

This custom-made wall, tailored to the design specifications requested by the client, seamlessly integrates into a distinctive and evocative environment, further stimulating creativity.

The strong scenic impact and aesthetic presence of Benetti's products are a major strength, but not the only ones. The presence of vertical greenery in indoor spaces also stems from the positive effects of relaxation and well-being generated by the sight and contact with the "green" element in homes, offices, commercial areas, restaurants, and hospitality venues.

This led WSC to install Benetti Moss panels in their offices. This intervention involved the placement of standard panels using the classic Moss Grass color—a light green—on the walls and columns of the workspaces.

The collaboration with Defhouse underscores how customization and versatility are key elements in Benetti's company philosophy. Opting for Benetti Moss vertical gardens allows for formats and sizes adaptable to space requirements and client intentions, enabling the creation of personalized walls through color play, line combinations, dimensions, and volumes.