Two major agencies are launching physical spaces for creators in early 2025, signaling a potential shift in how influencers collaborate and manage their growing businesses, according to EMARKETER.

Whalar plans to open The Lighthouse in California in January, followed by a New York location in Q1. Billion Dollar Boy will launch FiveTwoNine in London in January, with a New York space to follow. Both venues will offer paid memberships, including production facilities, coworking spaces, and educational programming with brands.

Recent research from Creator Vision and The Harris Poll reveals that 89% of U.S. creators possess audience insights that brands currently fail to access. With U.S. creators projected to earn $15 billion from social media in 2025, the new spaces aim to facilitate direct communication between brands and creators to improve partnerships.

However, the demand for physical spaces remains uncertain. Billion Dollar Boy’s early 2024 data shows that while 50% of U.S. and UK creators express interest in creator-centric events, only 39% want dedicated physical locations for meetings and networking.

The launch of these spaces follows YouTube’s 2021 closure of its permanent YouTube Spaces. YouTube has since adopted a hybrid model featuring virtual programming and pop-up events.

According to EMARKETER, regular in-person interactions through these spaces could address rising issues such as loneliness and mental health concerns among creators.