WPP opened Devon’s Point, a 34,000 sq ft production hub in East London, on 23 September as the first facility in a planned rollout across every continent where WPP Production operates, according to the company’s launch announcement.
Key points
- WPP Production will operate Devon’s Point and connect its production services to the WPP Open marketing platform.
- The hub contains a 7,000 sq ft virtual production stage with an LED screen environment measuring 16m by 14m.
- WPP plans equivalent facilities across the continents where its production unit operates.
- In India, dentsu has launched a separate production initiative with a 3,000-square-foot studio in Bengaluru.
Devon’s Point brings production into one facility
WPP Production, the group’s production unit, will run the London site. WPP says the unit has nearly 10,000 specialists. The facility combines space for physical shoots with virtual production, modular studios and post-production work, bringing several stages of content creation into the same building.
Its main virtual production stage occupies 7,000 sq ft and contains an LED screen environment measuring 16m by 14m. Moveable wall sections and sound treatment allow teams to film live action against digital backdrops. WPP says the arrangement can reduce the need to take shoots overseas.
The hub also has live-streaming studios, spaces for creators to work with brands, and facilities for shooting and editing content rapidly. Those are intended for work alongside the larger virtual stage, giving WPP different production settings within the 34,000 sq ft site.
Chief executive Cindy Rose described Devon’s Point as an investment in WPP’s staff and technology as well as its client services. WPP presents the facility as a way to bring its creative work and AI capabilities together for clients seeking more integrated campaigns.
WPP Open connects the hub to client work
Devon’s Point is integrated with WPP Open, which the company describes as its agentic marketing platform. WPP says the link connects AI-enabled production to its creative, media and enterprise services, allowing clients to use those services alongside the content made at the hub.
Members of HEX Studio, WPP’s creative technology team, will work at the facility. According to WPP, the team applies generative and agentic AI, immersive technology and robotics to client assignments. That places the technology team alongside the production staff who will operate the studios.
WPP also plans to use Devon’s Point as a training centre for graduates of its Creative Technology Apprenticeship. The company says the nine-month paid programme began in London in 2022 and involves apprentices in commercial work with WPP staff and technology partners.
The opening forms part of Elevate28, the growth strategy WPP unveiled in February 2026. WPP says that plan includes bringing its creative and production capabilities together. The company intends to establish equivalent production hubs on every continent where WPP Production operates.
Dentsu opens a 3,000-square-foot Bengaluru studio
Dentsu has also launched an AI-enabled production initiative, Pitch reported. Its Dentsu Performance Studio combines creative strategy, production, media and measurement, with a 3,000-square-foot studio in Bengaluru designed to make video, static advertisements and content tailored to particular platforms.
Dentsu aims to produce more than 1,000 creative assets a month through the practice, using campaign performance data to guide later work, Pitch reported. That is a stated output target for the Indian operation, alongside WPP’s plans for a wider network of facilities.
At Devon’s Point, WPP says creator-led content can move through WPP Open into its media and influence-planning services. Its facilities include dedicated creator collaboration spaces as well as live-streaming studios and rapid shoot-and-edit facilities.
