The Independents Group and Alexandre de Betak have teamed up to launch L’Incubateur, a new initiative designed to identify, support, and accelerate the next wave of creative talent, entrepreneurs, and agencies on a global scale.

With 17 specialist agencies spanning luxury and lifestyle, The Independents is a marketing and communications group known for its expertise, infrastructure, and impactful results.

The program will be spearheaded by Alexandre de Betak, founder of Bureau Betak and Bureau Future, who has served as creative chairman of The Independents since 2021. Beyond selecting participants, de Betak will oversee a structured mentorship program.

The program’s first beneficiary is Matière Noire, a Paris-based creative studio recognized for its innovative approach to spatial and lighting design.

“Given The Independents’ collective expertise, launching this type of initiative is both creatively satisfying and essential. More than just financial support, it is a great opportunity for the agency teams and the selected projects to interact, spark ideas and evolve in ways that we can’t even predict,” said de Betak.

“With Matière Noire, I have been consistently impressed by their work, which mirrors my career-long obsession with developing bold concepts that bridge light and space. They are the precise embodiment of L’Incubateur.” 

Matière Noire, founded in 2019 by Pierre Dagba and Felix Ward, operates at the intersection of light, architecture, and technology. The studio has collaborated with leading names such as Courrèges, Hermès, Fondation Cartier, and Gagosian, while also pioneering experimental research through its CRD platform. With L’Incubateur’s support, Matière Noire aims to scale its innovation and expand its impact across fashion, art, and music.

“To be the first of the L’Incubateur projects feels especially momentous. As we continue to take on larger and more ambitious work, the multi-faceted support from The Independents will prove a game-changer in accelerating our innovation. The industry thrives on disruptive players, and we are excited to benefit from the wider exposure while generating ideas on a scale that becomes even more possible thanks to this boost,” added founders Ward, Dagba and Sam Ward, managing director.