The House

A house built on a refusal

The refusal to deliver what is merely acceptable. For nine years that single rule has decided everything: what we accept, what we decline, and the way we work.

The chronicle

From workshop to media group

A house is not declared, it is built. Here, chapter by chapter, is how a studio founded in a Paris office became a media group across three capitals. Nine years, five mutations, one line: never deliver anything other than what we would have wanted to receive.

2017 Chapter I 始

The beginning

It all starts with one developer, one computer and a stubborn conviction: every business deserves a website that truly represents it. Digital Shade is born in a Paris studio, with no investor and no battle plan. The first clients are shopkeepers, freelancers, creators. The craft is learned against reality: deliver, correct, start again. That workshop standard has never left the house.

  • Founded in Paris
  • Bespoke creation
  • First independent clients
2019 Chapter II 評

Recognition

Within two years, word of mouth does its work. The studio is named among the best web agencies of the year and starts receiving more ambitious projects: manageable platforms, online shops, mobile applications. An office opens in Brussels, the clientele turns international. One truth then becomes obvious: delivering a beautiful object is no longer enough if nobody finds it.

  • Best web agency 2019
  • Brussels office opens
  • Shops and applications
2022 Chapter III 変

The mutation

This is the turning point. The workshop stops thinking of itself as a place of production and becomes a growth partner. Search, advertising and social practices take shape, dashboards replace intuition, every euro invested becomes traceable. The question asked changes in nature: no longer what do you want to look like, but what are we going to grow.

  • Search and media practices
  • Data-driven steering
  • Over forty houses
2025 Chapter IV 空

Digital Air Media

The house takes its final name and gathers under one signature what had been scattered: strategy, creative, advertising and distribution. A headquarters settles in London, programmatic advertising joins the workshop. Digital Air Media becomes a media player able to carry a brand from its birth to international recognition.

  • London headquarters
  • Programmatic advertising
  • Three European capitals
2026 Chapter V 今

Today, and what follows

Three offices, two masters, a small team and a new rule: twelve houses a year, no more. Artificial intelligence has entered our methods without ever replacing human judgement, because no machine yet knows how to refuse a mediocre idea. The coming decade will belong to brands able to combine speed of execution with finishing standards. That is precisely our ground.

  • Twelve houses a year
  • Four in five brands return
  • The next chapter is yours
The masters

Two hands, one standard

A house of this size is not run from a distance. The two people who lead it work on the projects, review the deliverables and sign what leaves the workshop.

Portrait of Tony Alastrue, founder and director of Digital Air Media
匠 Founder and director

Tony Alastrue

A French entrepreneur, he founded the house in 2017 and has never stopped putting his hands in the work. A specialist in digital media, programmatic advertising and technical ecosystems, he designs the systems that bring a brand and its audience together. He is the one who ultimately decides which projects the house accepts.

  • Digital media
  • Programmatic advertising
  • Strategy
  • Monetisation
  • Data
Portrait of François Verhulst, co-director of Digital Air Media
礎 Co-director

François Verhulst

With international experience in developing and managing companies, he knows business from the inside. He understands the realities business leaders face, quickly identifies what is at stake for them and structures solutions suited to the way they operate.

  • Financial structuring
  • Compliance
  • Organisation
  • Growth
  • Steering
The rules

Three principles we do not negotiate

一

The standard

We deliver nothing we would not be proud to sign. Every pixel, every word and every line of code goes through the same scrutiny, whatever the budget. A small job left unfinished damages the house as much as a large one.

二

Transparency

Shared metrics, readable reports, explained decisions. You always know what is being done, why, and what it produces. When an approach fails, you hear it from us before you find out alone.

三

Attachment

We commit for the long run: your goals become ours, and so do your wins. That is how four houses in five come back to us with another project.

空
  • そら the sky, the air
  • くう emptiness
  • あく what opens up
What we believe

“Emptiness is not the absence of matter. It is the space that lets a form exist.”

The name of the house comes from here. 空 is read kū and means at once the air, emptiness and what remains possible: the sky above a city, the still-empty room where anything can take place. Japanese has a neighbouring word, 間 (ma), for the interval that gives meaning to what surrounds it: the silence between two notes, the space between two stones in a garden. Digital Air Media carries this idea in its name, and not as an ornament.

In our work it becomes concrete choices. A page that lets its headings breathe reads faster than a page that shouts. An offer that gives up three weak arguments makes the fourth one convincing. And a house that turns projects down keeps the time to care for those it accepts: that is the reason for twelve houses a year. Emptiness, for us, is a decision, never an oversight.

空

Start with a complimentary audit

Leave us your website and a word about your project. A director studies it and replies to you personally within twenty-four hours: what holds your visitors back, what we would do, and whether your house can join us. It is the first door of admission, and it commits you to nothing.

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