WPP launches AI-enabled production hub in East London

The London facility is the first stage of a planned global rollout, with WPP intending to establish similar production hubs across every continent where WPP Production operates.

WPP has opened Devon’s Point, a 34,000-square-foot production facility in East London that brings together AI-powered virtual production, modular studio environments and post-production capabilities.

The facility will be operated by WPP Production, the company’s global production unit of nearly 10,000 craft experts. It will also house members of HEX Studio, WPP’s creative technology studio, whose teams work across generative and agentic AI, immersive technology and robotics.

WPP combines virtual production and AI in London

Devon’s Point integrates with WPP Open, the company’s agentic marketing platform, connecting its AI-enabled production capabilities with WPP’s creative, media and enterprise solutions. The setup is intended to give clients access to integrated services and a common intelligence layer across marketing activities.

Cindy Rose, CEO, WPP: "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."

Richard Glasson, Global CEO, WPP Production: "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."

Devon’s Point supports creator-led content production

The facility's opening was marked by an event for clients, partners and brand leaders.

Blair McDougall, Minister for Reindustrialisation: "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."

Devon’s Point forms part of WPP’s Elevate28 Growth Strategy, announced in February 2026, which includes developing integrated creative and production capabilities.

WPP also highlighted its research with Oxford University's Saïd Business School, which examined 1.2 million consumer purchase journeys. The company said the research found that media and marketing plans led by earned influence were nearly three times as effective as paid media alone at converting consumers to purchase.

WPP outlines production technology and training plans

The facility includes dedicated spaces for creator collaboration, live streaming and rapid content production, as well as purpose-built infrastructure for commercial photography, video and post-production.

Its main virtual production stage covers 7,000 square feet and features a 16-by-14-metre LED screen environment, moveable wall sections and sound treatment. WPP said the setup allows teams to create digital environments and shoot live-action content without travelling overseas.

Other facilities include commercial kitchen studios, modular content stages, an Infinity Cove Studio with motion-tracking technology, four editing and colour-grading suites, camera and lighting storage, a server room and dedicated spaces for props, styling and set construction. The site also provides climate-controlled client storage, including industrial refrigeration and freezer units.

Devon’s Point will also serve as a training hub for graduates of WPP’s Creative Technology Apprenticeship. The nine-month paid programme, launched in London in 2022, provides training in emerging creative technology roles through commercial projects with WPP practitioners and technology partners.

www.wpp.com

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