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.”
