Global influencer marketing agency, Ykone announces the opening of the first creative hub dedicated to Influencers in Dubai’s Design District
Ykone House, is the first of its kind creative hub which combines a creative production studio, co-working space, mixed retail, and a café space all under one roof. The space is located in Dubai Design District and is open to active as well as aspiring social media influencers in the region to explore the space and collaborate with brands and fellow enthusiasts.
By the day, Dubai continues to expand as the global hub for influencer culture. As the emirate becomes home to some of the most renowned production houses and agents, there is a growing need for spaces where these professionals can connect with influencers in the region to build relevant campaign strategies.
Communicate sat down with the Founder and CEO at Ykone Agency, Olivier Billon to decode his vision of building this space and his future plans on attracting talent to the hub.
A multifunctional space to ignite creativity
Ykone House is designed to integrate digital connectivity and produce content into one space. Billon’s vision for the space comes from the blended ways of working that emerged during the pandemic, “Why would people want to work from the office when they can do it from home. That’s when I thought that the office in the post-pandemic era has to be more than just a workspace. People will want to go back to a place where they can be creative and entertained,” explained Billon.
The location elevates the creative space further, "We're located in Dubai Design District in a pedestrian area, which is very crowded and there are a lot of restaurants around us. When we just open the doors and put on some music, people want to come inside and take a peak," explained Billon.
Khadija Al Bastaki, Executive Director of Dubai Design District (d3) commented on the launch of the creative space, “At d3, we are always seeking new ways to enable the creative community and rethink the regular. It is why we are delighted to welcome an internationally renowned influencer marketing agency like Ykone to our community. Their addition to our eclectic and inclusive ecosystem reinforces d3’s reputation as a global destination for talent where creativity, collaboration, and innovation converge.”
The studio’s 9.5m-high ceilings allow for the production of both horizontal and vertical video formats, while the abundance of natural daylight gives way to opportunities for content creation and imagery. The studio caters to everything from TikTok creation to editorial shoots for luxury brands. An on-site hair, makeup, and fitting room are conveniently located behind the studio for models and influencers to get glam, while an equipment room with an array of lights, cameras, softboxes, and reflectors for photography and videography. “We’ve kept the interiors extremely open and bright while maintaining a very minimal and peaceful surrounding with everything hidden, you cannot see the machines or the kitchen, it’s all built to keep your mind away from destruction. And finally, you’ll notice that the carpets, marble tables are adding to the coziness. I wanted to keep the interiors relaxed and creative at the same time,” commented Billon.
Ykone will also be hosting in-house panels and interactive events to attract influencers and creatives to a platform that will discuss content strategy and marketing opportunities.
Support influencers to curate quality content
Ykone house aims to attract influencers and brands. The global agency first introduced itself in the region in 2014 and since then has been working with brands across the beauty, fashion, travel, and luxury genres. In addition to bringing influencers in the region together with this initiative, Ykone is focused to help them build a social following through quality content.
“A lot of creativity needs to be injected to support influencers in their process of content creation. Typical agencies, which act like middlemen between influencers and brands would think that sending them a product or an invite would be enough, but it’s not. Today, you need to provide creative guidance because the quality that brands are expecting is much higher than just an organic post. So what we do is bring in a lot of creative support. For example, last week, we had a team of 25 people in the studio to help produce a campaign for just one influencer, and that’s what we’re all about. We bring in an entire team, even if it’s just for a single influencer,“ said Billon.
Billon believes that their biggest challenge is to interrupt the flow of content with originality. “We want people to stop scrolling to watch something that is relatable and has a strong narrative.”
Are you an influencer planning to visit? Here’s everything you need to know:
Is there an entry fee or prior booking I need to make before planning my visit?
No, there is no fee or prior booking required for you to visit. Anyone can walk into the hub unless there is a production happening. You can follow them on Instagram for further updates.
How can I book the production studio for a shoot? What are the charges?
Although the space in itself is meant to be a revolving door for creatives, the studio is chargeable. They need to booked in advance, all queries for bookings can be send to [email protected]