Social Rocket
On 23 September 2026, WPP opened its new production hub Devon’s Point in East London. The 34.000 square-foot facility combines classic studio production with virtual sets, generative AI, post-production and creator infrastructure. According to WPP, London is only the first location; comparable hubs are to be established on every continent where WPP Production is active.
For marketing teams, this move is relevant mainly because WPP is not simply opening another studio. The agency group is tightening the link between physical production, AI workflows and distribution – right through to social-first and creator content.
Virtual production, AI and creator studios under one roof
Devon’s Point is operated by WPP Production, the group’s global production unit with, according to the company, just under 10.000 specialists. WPP’s creative tech team HEX Studio also works on site, and the facility is directly connected to the agentic marketing platform WPP Open.
The centrepiece is a roughly 7.000 square-foot virtual production stage with an LED environment measuring 16 by 14 metres. Added to this are modular studios, an infinity cove, four edit and colour-grading suites, professional kitchen studios, set-build and styling areas, and dedicated storage space for client products.
Separate live-streaming studios and fast shoot-and-edit areas are planned for social and creator production. WPP explicitly names live streams, short-form video, podcasts and other social-first formats as areas of use.
The interesting part is the workflow, not the building
The real change lies less in the floor space than in the production logic. WPP is trying to bring physical shoots, virtual production, GenAI and media workflows into one system.
This fits a broader trend we recently saw with Higgsfield’s AI advertising production: generative tools are moving out of isolated experiments and into regular creative processes. Likewise, with an AI creative director workflow for social content, the work is increasingly shifting from individual tools to connected systems with clear approval and quality stages.
WPP goes one step further and ties these digital workflows to real production capacity. This is particularly interesting for campaigns where product shots, creator assets, variants for paid social and classic brand films need to be produced in parallel.
Creator production becomes an infrastructure question
WPP explicitly links Devon’s Point to the growing creator economy. According to the company, citing IAB UK data, the British creator market is now worth more than 1,2 billion pounds and is growing by 26 percent per year.
For brands, it is important to consider production and distribution separately. Creator reach does not always have to be part of the production package – precisely this separation is what we describe in the ghost creator model. At the same time, on the buying side, more and more plannable creator packages are emerging, for example through upfront-style models in influencer marketing.
Devon’s Point is also a signal to major advertising clients: creator content should no longer be treated as spontaneous social production, but as a repeatable part of a larger production system.
WPP turns it into a global blueprint
The London facility is part of WPP’s Elevate28 strategy, with which the group wants to bring production, media, creative and enterprise solutions more closely together. WPP has announced plans to roll out the hub model internationally.
For German marketing teams, the key question is less whether a project is actually shot in East London. More relevant is that large agency networks are increasingly aligning their production models with more variants, shorter cycles and AI-supported post-production. This also increases pressure on in-house teams and smaller agencies to make production and approval processes for social content more systematic.