ONE Group has acquired a strategic stake in BYSELECT, a UAE-based experiential strategy agency founded by Yasmine Badri. The transaction includes a growth investment and a new shareholding structure, while BYSELECT continues to operate under Badri’s leadership.

Prior to founding BYSELECT, Badri held a senior retail programming and marketing role with Abu Dhabi Retail and worked on luxury and cultural activations, including Prada Mode Abu Dhabi and The Frankie Shop’s Abu Dhabi activation. Launched just months ago, the agency has already led several high-profile projects, including the LOEWE Greenhouse activation at Al Ain Oasis and the experience design for the World Sports Summit in Dubai, where it managed hospitality, satellite gatherings, and guest-facing programming surrounding the main event. 

ONE Group cited market demand that had exceeded BYSELECT’s initial forecasts as a key driver of the investment.

Expanding the ONE Group Ecosystem

ONE Group was formed in January 2026 through the merger of global Influencer Marketing agency YKONE and Paris-based creative production house MIRROR MIRROR. The group employs more than 400 people across 20 cities. Its portfolio also includes BarCode, an India-focused agency; BOLD, a talent management operation; and CAMPAYGN, a data and performance technology vertical. 

BYSELECT adds a dedicated experiential and cultural strategy capability to ONE Group’s existing offering of influencer strategy, creative production, and performance measurement.

“BYSELECT is an entrepreneurial vision that has generated tremendous demand from brands in a very short period of time,” said Olivier Billon, founder and CEO of YKONE and ONE Group. “Our role through ONE Group is to support that momentum with the right ecosystem, investment, and international platform so BYSELECT can scale regionally and globally without losing what makes the work culturally precise and operationally credible.”

Badri said the partnership positions BYSELECT to expand its reach while maintaining its creative approach. “By joining the ONE Group ecosystem, we are in a stronger position to meet demand, deepen our regional presence, and deploy our work internationally with greater scale while staying true to the intent and craft that define what we do.”

According to the announcement, the collaboration will center on experiential advisory, cultural strategy, retail and destination experiences, and multi-market cultural programming.

Cover photo: Yasmine Badri & Olivier Billon

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