| In the press release dated April 30th, 2025, Vivenda Group SpA — a company active in the Out Of Home (OOH) and Digital Out of Home Advertising (DOOH) sectors, and leading the namesake Group — announced that it has acquired a 40.0% stake in the share capital of Selfiestreet Srl, a start-up focused on developing innovative technological and IT solutions for the distribution of videos and images across all types of digital platforms. Vivenda operates through a distinctive business model based on the implementation of restoration projects entirely financed by revenues from OOH advertising (so-called ‘zero-cost sponsored restorations’). Through this acquisition, finalized with a payment of €4,000 from its own funds to shareholders Michele Cascavilla and Peruzzo Multimedia Company Srl, Vivenda strengthens its relationship with Selfiestreet — a collaboration that had already begun commercially through tests on large screens installed in Rome and Milan — thereby expanding its operational scope within the OOH sector. The integration of digital and experiential elements allows Vivenda to evolve from a traditional advertising operator into a social interaction platform, reinforcing its positioning as an innovative and cross-sector player in the media landscape. Founded in 2024 in Milan by Michele Cascavilla, currently partner and sole director, Selfiestreet is an innovative start-up that operates in the urban digital communication sector. Through its commercial proposal, Selfiestreet reconfigures the urban advertising space in terms of personal expression, opening the OOH market to the consumer public for the first time. The goal is to develop a new participatory media that combines physical presence and digital sharing. The business model is based on the creation of immersive and interactive experiences, designed to offer everyone the opportunity to show themselves and gain visibility, transforming every content into viral potential. The initiative aims to “take people out of their phones”, promoting authentic moments to be experienced in public spaces and relaunched online. Revenues come from paid admissions, professional photo/video services, collaborations with brands, events and merchandising. The operation, consistent with what was planned in the IPO, fits fully into the growth strategy pursued by Vivenda, which aims at diversifying sales channels and innovating in the use of advertising systems. From this perspective, the entry into the capital of Selfiestreet represents a significant step, opening access to OOH spaces also to the general public, thus overcoming the traditional exclusivity reserved for companies. The acquisition is therefore a key step in the Company’s evolutionary path, aimed at strengthening its positioning in the OOH Advertising market through two main directions: Expansion of sales channels: thanks to its participation in Selfiestreet, Vivenda introduces an alternative monetization channel for its LED screens, alongside the consolidated B2B model. The app developed by Selfiestreet allows for the generation of a continuous and dynamic flow of requests from users. To date, one plant is active in Rome and two in Milan, subject to a planned rotation based on the duration of the concessions: at the end of each authorization cycle, the plants will be replaced with new installations, thus ensuring operational continuity and optimization of asset use; Diversification of the customer portfolio: the collaboration with Selfiestreet allows Vivenda to enter the consumer market, marking an element of discontinuity with respect to the traditional OOH model. This direct access to the final public introduces a more inclusive and participatory communication approach, capable of activating new sources of revenue and consolidating Vivenda’s positioning as an innovative, flexible operator attentive to the evolution of social and digital behaviors.. Taking into consideration the information reported in the press release, we confirm our recommendation: target price € 1.65, rating BUY, risk Medium. |
