In a bold reimagining of what a studio can be, Cube Studio brought virtual production out of the traditional soundstage and into the heart of London’s Brick Lane at GenB TV and Sparks Setting Up Shop activation. The immersive experience transformed an ordinary corner shop into a high-tech virtual studio—equipped with cutting-edge LED display technology from AOTO and advanced processing power from Brompton Technologies.
Photo by Alicia Clarke
At the heart of this groundbreaking setup was AOTO’s RM2.3 LED screen, driven by Brompton’s LED processing. Known for its high resolution and colour accuracy, the RM2.3 provided a seamless canvas for dynamic, real-time environments, enabling filmmakers and creators to craft vivid, authentic backdrops without leaving the urban storefront. This was virtual production, not behind closed doors, but on full display in the bustle of the high street.
Cube Studio’s vision has always been about redefining boundaries and democratising creative tools. Their approach pushes beyond the idea of a fixed location—taking the studio to where creativity is already happening. As Cube Studio puts it:
“We believe a ‘studio’ should go and be where creativity already lives. Setting Up Shop proved that virtual production doesn’t need to sit behind closed studio doors. It can show up in a corner shop, on the high street, in the heart of culture and still deliver world-class, authentic content. That’s the studio of the future. Giving people the opportunity to ‘Create Beyond’.
Photo by Alicia Clarke
CUBE Studio’s work with AOTO, led by Simon Wong and his team and our incredible partners, helped bring that belief to life not just with incredible LED technology, but with a shared vision for access and possibility.”
The collaboration with AOTO, a global leader in LED technology, and Brompton Technologies, renowned for their high-performance LED video processing, exemplifies how strategic partnerships can open up new creative possibilities. Simon Wong and the team at AOTO played a key role in delivering the visual fidelity and reliability needed to make Setting Up Shop not just a pop-up, but a proof of concept for the future of on-location virtual production.
Photo by Alicia Clarke
More than just an installation, the Brick Lane activation demonstrated the power of making advanced creative technology visible and accessible. By embedding production tools into everyday spaces, Cube Studio invites a broader community of creators to engage with virtual production—turning high streets into hubs of innovation.
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