WPP opens Devon's Point: a 34,000 sq ft AI + virtual production hub in east London, first of a global roll-out
WPP sells its new Devon's Point hub in east London as AI-powered, but only one of the eight features it lists mentions AI, and no generative tool, budget or next city has been disclosed.
WPP opened Devon's Point in east London on Wednesday, a 34,000 square foot production hub that the world's biggest ad group is selling as AI-powered. Read the spec sheet and a different picture comes through: a 7,000 square foot main stage with a 16 by 14 meter LED wall, a commercial kitchen studio, an infinity cove with motion tracking, four edit and grade suites, and climate-controlled storage for client products, industrial freezers included.
Of the eight facility features WPP lists, exactly one mentions AI, a server room connected through WPP Open, its agentic marketing platform, to what the release calls AI-enabled production workflows. No model, vendor or tool is named. The one worked example chief executive Cindy Rose gave Reuters, a real Ford Capri placed in a virtual Paris street, is LED volume work (the background plays on a giant screen behind a real object), which studios were shooting well before video models existed.
The people side is the interesting part. The building houses creator and live-streaming studios and trains WPP's paid Creative Technology Apprenticeship, and WPP Production, nearly 10,000 staff, runs it with HEX technologists on site. WPP calls it the first of a global rollout but has named no cities, dates or budget.
In practice, the job this building assumes is hybrid: a generated environment on the wall, a real product lit in front of it, and dozens of market versions cut afterward. If that is your work, put the plate, the stage day and the finished spot side by side on your reel. What nobody has said yet is whether outside directors can book the stage at all.
Source: WPP release and Reuters, 23 Sep 2026.
