Convergence cooking

Designed by Studio dLux, the space includes two kitchens to record video content and a bar, as well as the public café. It has been inspired by changing consumer behaviour and the impact of mobile video.

The opening of the new studio is an attempt to give the business model a lifestyle focus, as well as positioning Tastemade as ‘the next wave of television and digital entertainment’ for a global Millennial audience.

‘In 2017 we will start to expand the genres in which we create content, with the angle that we are more of a lifestyle brand,’ explained Tastemade founder Steven Kydd in an interview with Business Insider. ‘If you are one of the distributors now, these lifestyle categories that we are in are very monetisable.'

Alongside the opening of the São Paulo studio, Tastemade wil be opening studios in London, Buenos Aires and Tokyo throughout February. Tastemade attracts 2bn views per month across its mobile, web and tv platforms.