Yoan Prat, co-founder of Paris-based Yard, is one half of the duo powering the agency’s rise as a force in urban culture, building experiences that reflect, celebrate, and shape the streets that inspired them. His background says it all: Born in France, Yoan's family moved 11 times before he was 14. That mobility shaped his worldview—global, grounded, always evolving—and his instinct to meet people where they are and create work that moves with them. Before Yard, he launched a creative studio serving clients like Jordan Brand, Nike, and YSL, then helped build OFIVE, a music TV channel that became a launchpad for France’s rising hip-hop scene. But it’s at Yard where he’s gone all in. In partnership with Booska-P, Yoan launched Les Flammes, a bold, black-tie celebration of French urban music that’s now a cultural landmark. Every detail—from the staging to the styling—puts hip-hop front and center. Then came Yardland: a two-day, open-air festival at the Hippodrome de Vincennes that drew 20,000 fans per day and featured artists like Gunna, Rema, and Shay alongside streetwear pop-ups, food stalls, and spaces for creative exchange. Through Yard, Yoan’s building a new blueprint for experiential, one where community comes first and Paris remains the capital of cool.