WORKING TITLE / SEASON 01 — NOV 2026 / MAR 2027
ART / MUSIC / PEOPLE
NON STIAMO CREANDO UNA DISCOTECA.
Stiamo creando un luogo nel quale arte, musica e persone producono continuamente cultura.
THE ROOM IS NEVER FINISHED.
A collective surface that changes every week.
Projection, sound and light contaminate everything.
An installation—not a standard photobooth.
Poetry, live music, talks, open mic and performance.
Guests write, draw, leave phrases and marks. Week by week, the wall evolves—and every layer is photographed and documented.
Projection contaminates walls, ceiling, artworks, people and DJ booth. Light changes the perception of space: warm ambience, precise accents, shadow and image—not generic RGB.
Direct flash, a hand-drawn surface, a mirror, one sculptural object and an iconic light. A shareable image emerges naturally.
Independent cinema, cult films, documentaries, auteur voices, street culture and subcultures.
SCREENING / INTRO / DISCUSSION
Jam session + open mic + art lab + social club. Music, poetry, drawing, performance and visuals collide.
WED OR THU — TBC
The signature VISIONI format. One artist, a DJ set, live visuals and a room full of people.
ART + DJ SET + VISUALS + PEOPLE
NOT THE VENUE NAME.
THE BOX is the Friday signature: ART + DJ SET + VISUALS + PEOPLE.
A pre-existing VISIONI format, activated every Friday inside the venue.
One artist receives a personal exhibition and four-Friday residency. The artist stays constant; music, visuals and interventions evolve.
IED Milano. Curatorial direction, artist selection, exhibitions, academies and the venue’s artistic language.
Sound identity, DJ selection, booking and music programming.
Guest DJs, programming and the venue’s music language.
Not a corporate label.
A network already in motion.
Artists, creatives, DJs, designers, videomakers, cultural partners, institutions and community become the engine behind the room.
Never “another DJ night.”
Becomes PEOPLE OF THE CLUB if the working title changes.
Press office · releases · articles · media relations · social media · graphic design · paid social · creator invitations · photo/video production
01 / EXPERIMENTAL LAUNCH
Open the room. Test the format. Establish the first community signals.
02 / INTENSIFY
Christmas-period programming, denser content and the first decision gate.
03 / CONTINUE IF POSITIVE
Scale only if economics, attendance, growth and operations prove sustainable.
RENT = €0
Space provided free of charge. Existing alcohol stock is partly available.
MONTHLY OPERATING RANGE: €2,000–€4,500
before bar stock, bar staff, security, SIAE, permits, taxes and fiscal obligations.
Light & visual can fall significantly if gear already exists or is rented/shared. Exhibition excludes any artist fee. Every figure is a working estimate to be agreed.
Ingredient cost of roughly €1–€1.50 is not net profit. Real contribution also depends on ice, garnish, glassware, consumables, waste, staff, POS fees, VAT/tax and losses.
150 × 1.8 × €10 × 4 nights = 10.800 € gross
DOES THE ROOM WANT TO LIVE?
Attendance
Average drink spend
Drinks per guest
Repeat visitors
Instagram growth
Content reach
Event occupancy
Friday revenue
Weekly revenue
Artist participation
Community submissions
Press mentions
Evaluate economics, attendance, brand growth, community participation and operational sustainability. If the combined signal is positive, continue January–March.