WPP has launched its flagship production hub, Devon's Point in East London, a first-of-its-kind global facility that unites advanced AI, virtual production, and world-class human craft, and the first facility of its kind launched by a UK marketing services company.
WPP has launched Devon’s Point, the first facility of its kind launched by a marketing services company in the UK (Image supplied)
WPP's How Humans Decide research, conducted with Oxford University's Saïd Business School across 1.2 million consumer purchase journeys, found that media and marketing plans that lead with earned influence are nearly three times more effective than paid media alone in converting consumers to purchase.
As earned influence and algorithmic discovery increasingly shape how people discover and choose brands, Devon's Point bridges production and media under one roof, connecting creator-led content directly to WPP's influence planning and media capabilities through WPP Open.
The UK's creator economy is now worth over £1.2bn and growing at 26% year on year (IAB UK, 2026), making it one of the fastest-growing parts of the marketing ecosystem.
Devon’s Point gives WPP's clients the infrastructure to operationalise creator-led marketing at scale.
The space offers brands and creators purpose-built live streaming studios, rapid shoot-and-edit facilities and dedicated creator collaboration spaces.
In the era of AI, content creation capacity is effectively unlimited, and yet the importance of human creativity, craft and big ideas has never been greater.
The London launch marks the first step in a broader global rollout, with plans to establish equivalent state-of-the-art hubs across every continent in which WPP Production operates.
“Our clients are operating in a fiercely competitive and fast-paced environment, and they are asking us for bolder, more integrated solutions. Devon’s Point brings our world-class creativity and our advanced AI capabilities under one roof to do exactly that. It's a major investment in our people, our technology, and ultimately, the success of our clients," says Cindy Rose, CEO of WPP.
A major evolution in global content production
Spanning 34,000 sq ft across a multi-floor industrial footprint, the studio marks a major evolution in global content production, bringing together advanced AI-powered virtual production technology, modular studio environments and post-production capabilities under one roof, enabling WPP’s global clients to move from concept to finished content at the speed modern marketing demands.
The facility will be operated by WPP Production, WPP’s global production operating unit of nearly 10,000 craft experts and will be home to members of the company’s Hex Studio, WPP’s frontier creative technology studio, whose teams apply capabilities spanning generative and agentic AI, immersive technology and robotics to live client challenges.
“Our new flagship studio unites advanced technology with world-leading craft. We have built an ecosystem where virtual production, generative workflows and physical creation coexist seamlessly.
"This facility enables our hybrid creators to deliver quality, culturally resonant storytelling at unprecedented speed and scale, unlocking vast potential for our clients," says Richard Glasson, global CEO of WPP Production.
Devon’s Point also integrates with WPP Open, WPP’s agentic marketing platform.
The facility's AI-enabled production solutions connect directly to WPP's creative, media and enterprise solutions capabilities, which gives clients access to more integrated service offerings and a common intelligence layer across all their marketing activities.
The launch of Devon’s Point forms part of WPP’s Elevate28 Growth Strategy unveiled in February 2026, which includes establishing unified, next-generation creative and production capabilities to deliver superior growth for clients.
State-of-the-art infrastructure and capabilities
Devon’s Point has been built from the ground up to support the modern demands of global brand marketing across every format and channel.
Key highlights of the facility include:
- Virtual production and main stage: A 7,000 sq ft purpose-built stage featuring one of the UK’s largest LED screen environments (16m x 14m), with moveable wall sections and full sound treatment. This enables teams to create immersive digital backdrops for large-scale sets and shoot live-action content without ever leaving the building, reducing the need for carbon-intensive overseas shoots.
- Creator and live streaming studios: Dedicated creator collaboration spaces with integrated live streaming capabilities and rapid shoot-and-edit facilities, enabling brands and creators to develop, produce and publish platform-native content on-site – from live streams and short-form video to podcast and social-first formats.
- Commercial kitchen studios: A fully functioning professional kitchen equipped with industrial-grade extraction systems, dedicated food stylist spaces, and shoot space.
- Modular content stages: A large flexible studio space that is subdivisible to form a series of self-contained, modular studios with total lighting isolation and their own power and cooling to allow multiple productions to run simultaneously without interference.
- Infinity Cove Studio: An acoustically treated stage with an endless and seamless panoramic curved backdrop. The space is designed to handle photography and motion simultaneously and is equipped with motion tracking technology for motion capture and virtual production.
- Post-production and tech suites: Four multi-purpose edit and colour-grading suites, a dedicated camera and lighting kit room, and a high-spec, climate-cooled central server room connected via WPP Open to AI-enabled production workflows and WPP's broader creative, media and enterprise solutions capabilities.
- Creative, styling and build spaces: A fully stocked secure props store, with adjoining workshop, set build area, open-plan art department with styling desks and dressing room with adjustable lighting to match on-set conditions.
- Dedicated secure client storage: Permanent, climate-controlled storage – including industrial fridge and freezer units – allowing global brands to securely store products on-site for immediate, rapid-turnaround shoots.
Investing in the next generation of creative talent
WPP is committed to investing in the next generation of AI-native creative talent and the Devon's Point facility will serve as a hub and training centre for graduates of WPP’s Creative Technology Apprenticeship, a nine-month paid programme launched in London in 2022 to create new career paths into emerging creative technology roles.
Apprentices learn through live commercial application, working with WPP practitioners and technology partners before progressing into opportunities throughout the WPP network, including the company’s Hex Studio.
By connecting training directly with client work, Devon’s Point will help turn investment in technology into long-term creative skills, careers and client growth.
Industrial Strategy
Following an event to mark the opening of the space for clients, partners and brand leaders, Minister for Reindustrialisation Blair McDougall, said, "The UK's creative industries are one of our fastest-growing sectors, powered by creativity, talent and innovation.
"I welcome WPP's investment in Devon's Point, which demonstrates how the industry is embracing emerging technologies while simultaneously future-proofing the workforce of the future with the skills needed to drive growth for the UK and beyond.
"This is exactly the kind of global ambition and collaboration we want to see as we deliver our Industrial Strategy."
