GPS is Finding a way to Redefine Post Production

Gramercy Park Studios (GPS), Soho’s new creative studio, is aiming to redefine what it means to be a post production house. Although it is owned by the marketing communications giant WWP and has connections to its extensive network, GPS is an independent company so we caught up with MD Vittorio Giannini to find out how it intends to make its own mark on the industry.

Having opened approximately three months ago on London’s Great Pulteney Street, GPS operates out of a prime facility and a major part of the company’s atmosphere and image is the design and ornamentation of the building, which is green both environmentally and aesthetically. Managing director Vittorio Giannini has even spotted architecture students standing outside, taking notes on the building. “The building is a big part of who we are,” he says. But even more important than the creative studio’s style and plush furnishings is the functionality of the facility.

GPS has labelled only two of its seven suites, the audio studios. The rest are all left nameless, highlighted by the changeable scrolling text signs abutting each suite door. According to Giannini, the idea was to maximise efficiencies by creating suites that were, technologically speaking, almost without limits.

The strategic organising of the equipment and the installation of dark fibre throughout the building allows for this flexibility, so the same job can be worked on from different suites, in addition to connecting GPS to the WPP network and data centres. This allows professionals from CGI to sound design to work together in one room, making collaboration easier, which, as Giannini says, “is breaking down the traditional barriers in post production.” The design of specific rooms in the facility also allows for the accommodation and inclusion of clients, agency staff and producers, with comfortable seating and workspace.

The home of GPS sets it apart from other post production studios, but so does its mission to break down the traditional post production barriers. Currently, GPS has teams and equipment to facilitate offline editing, sound design, visual effects, CGI, compositing and colour grading, as well as employing staff with their own creative flair. Giannini aims to “join all of those pieces together that have always seemed sort of separate.” By moving to a team setting, the model will bring together skilled individuals, formerly of hyper-specialised companies, into one versatile studio.

Giannini is still growing the company, with key hires having even been made just last week; “we’re taking on lots of talented, focused people,” says the MD. With each team headed by established industry professionals, Soho’s newest creative studio hopes to continue to establish itself as the alternative future of post production houses.

Check out the GPS facility in the gallery below.