Creative agency Fluid Ideas has unveiled the latest phase of its expansion – a drive-in studio for filming, photography, recording and events.
The studio, called Flux, features an infinity cove, a fully-functional kitchen set and an audio booth for recording voiceovers and podcasts.
Fluid has invested a six-figure sum to transform a 1,300sq ft building next to its headquarters in a former cotton mill at Darley Abbey Mills, a World Heritage Site on the outskirts of Derby.
Jamie Hovell, an associate partner at Fluid, said the new multipurpose facility – in the old Engine House – gives the Midlands a genuine alternative to Manchester and London for filming, photoshoots and recordings.
“The combination of the drive-in feature, the infinity cove with overhead lighting rig and the kitchen set means we have a distinctive and really versatile space which our team will utilise for client projects,” he said.
“In just 10 weeks, we’ve transformed a vacant and unloved industrial building to create a real point of difference for Fluid and the region, and one which we are confident will appeal to our clients and the wider creative community.
“It’s a spacious open studio with plenty of space for lighting and cameras. The infinity cove is brightly lit and curves into the floor, so there are no corners or shadows. It can easily be repainted according to the colour needs of each client.
“We’d been scoping out places to create a facility of this kind for some time, and visited a number of potential sites before the Engine House became available. It’s the perfect location, and seeing the new space we had envisioned for so long transformed from a blank canvas and spring into life over the weeks has been a real joy.”
Jamie added: “We see Flux becoming a hub in the Midlands. Until now, people have had to travel to Manchester or London for such a facility.
“Now there is somewhere closer to home which businesses, art directors, marketing teams and other agencies can hire for their own projects. It can also be used for off-site meetings, product launches, get-togethers and workshops.”
Joint managing director Phil Harvey and Jamie led the renovation project for Fluid. Associate partner Carrie Gregory led on the branding and interior design. The trio were supported by a wider team including Dan Chadwick, Bec Utley and Liv Beighton to bring the proposition to life.
The drive-in capability of the new studio is aimed at Fluid’s roster of automotive clients, while the high-end kitchen is envisaged for a variety of uses, including food styling and household product photos and videos, recipe guides, and for meetings and events.
Fluid is an award-winning, full-service agency which celebrated its 20th anniversary in November 2023. It has a team of nearly 60 creatives, strategists, developers, designers, artworkers, CGI artists, photographers, copywriters, social media specialists, motion-designers and digital marketeers.
It serves a global client base across sectors including automotive, manufacturing and distribution, education and training, property and developments, health and wellbeing, retirement living, leisure and hospitality, food and drink.
Dan, a partner and art director at Fluid, said: “I think I can comfortably speak for all of us in saying how immensely excited we are about the new opportunities this studio will bring.
“Having a facility of this kind in-house has been a longstanding ambition for Fluid. It looks fantastic and, as well as serving as a catalyst for our own creative aspirations, we envision this space as a dynamic hub for our clients and the wider creative community.
“It’s not just about elevating our offering; it’s about providing a versatile canvas for clients – new and existing – to bring their visions to life, fostering connections and nurturing talent. The prospects and potential are huge.”
