One Group acquires strategic stake in experiential agency Byselect

The integrated marketing group One Group announces a strategic investment in Byselect, an experiential strategy agency based in the United Arab Emirates. Backed by Ykone, this transaction includes funding to support the company’s growth and the establishment of a new ownership structure. Yasmine Badri, founder of Byselect, will continue to lead the company, which is now part of a global ecosystem dedicated to luxury and lifestyle.

This decision comes just a few months after the agency’s founding, driven by demand that reportedly grew faster than expected. Byselect has already led several major initiatives in the region, such as the Loewe Greenhouse activation at the Oasis in Al Ain. Byselect also handled the overall design and management of the supporting program for the World Sports Summit on behalf of the Dubai Sports Council.

“Byselect was born out of a clear vision, and the market’s response has exceeded all our expectations,” explains Yasmine Badri, founder and CEO of Byselect. “By joining the One Group ecosystem, we are better equipped to meet demand, deepen our regional presence, and expand our international reach on a larger scale, all while remaining true to the intention and care that define what we do.”

With this transaction, One Group continues to structure its global offering, following the merger of Ykone and the Mirror Mirror agency, which was finalised in January 2026. This new entity has combined annual revenue of 150 million euros and brings together more than 400 employees spread across 20 cities worldwide. The entity also incorporates specialised units such as Barcode in India, acquired in March 2023, Bold Management for talent management, and Campaygn for technology. The goal is to spare client brands from having to work with multiple sector-specific service providers.

“Byselect is an entrepreneurial vision that has generated significant demand from brands in a very short time,” explains Olivier Billon, founder and CEO of Ykone and One Group. “Our role, through One Group, is to support this momentum with the right ecosystem, investment, and international platform, so that Byselect can grow on a regional and global scale.”

By leveraging Ykone’s infrastructure- which alone generates revenue exceeding 100 million euros with more than 300 employees- Byselect says it is strengthening its ability to deploy brand platforms across multiple markets. The collaboration will include experiential consulting, cultural strategy, retail, and destination experiences, as well as international cultural programming.