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Anup Oommen
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Masterclass in community design: The Collective engineers YouTube’s viral summit presence

Anup Oommen
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The Collective shares how its creative team team turned an ambitious brief into the YouTube House, one of the most talked-about hangouts at the 1 Billion Followers Summit in Dubai.

When the brief for the 1 Billion Followers Summit landed on the desk of The Collective’s creative team, they knew that they couldn’t just build a regular exhibition stand for YouTube at the 1 Billion Followers Summit.

The summit is essentially a massive gathering of the world’s most restless digital innovators, so the ‘YouTube House’ needed to be a hybrid: part high-tech playground, part learning hub and, most importantly, a place where creators could just grab a coffee and feel at home.

The challenge wasn’t just about the scale; it was about creating a space that felt exclusive yet welcoming, all while navigating an incredibly ambitious delivery timeline.
“We didn’t want a space that jus


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the authorAnup Oommen
Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.
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