London has always been a magnet for filmmakers, photographers, and advertisers. With its mix of historic charm and modern edge, the city offers an incredible variety of backdrops. The way brands use London’s locations is constantly evolving, influenced by design trends, cultural shifts, and creative direction. Here’s what we’re seeing right now.
Industrial Chic & Warehouse Spaces
Raw, open-plan warehouse spaces continue to be a favourite. Exposed brick, high ceilings, and metal-framed windows give a stylish yet urban edge that works across fashion shoots, music videos, and advertising. East London hotspots like Shoreditch, Hackney Wick, and parts of Bermondsey have abundant settings, giving productions an authentic industrial feel.
Classic London Townhouses with a Modern Twist
Period properties never go out of style, but there’s a growing demand for Georgian and Victorian townhouses that blend historic features with contemporary interiors. Brands want the grandeur of traditional facades paired with sleek, modern styling inside, creating the perfect balance for luxury campaigns and high-end fashion editorials.
Brutalist Architecture & Concrete Backdrops
Minimalist architectural backdrops have surged in popularity. With their raw concrete facades and sharp lines, Brutalist structures make for a striking contrast in film and photography. Locations like the Barbican and Southbank Centre are prime examples, attracting brands looking for a bold, structured setting.
Urban Green Spaces & Hidden Gardens
As more brands embrace nature-led storytelling, London’s green spaces are seeing increased demand. While well-known parks like Regent’s Park and Hampstead Heath remain popular, there’s also interest in lesser-known private gardens and walled courtyards, which offer a more exclusive feel for outdoor shoots.
Luxury Apartments & Interiors
From penthouses to designer flats, high-spec interiors are a must for brands looking to showcase aspirational lifestyles. Chelsea, Mayfair, and Knightsbridge offer some of the most sought-after settings, featuring floor-to-ceiling windows, stylish décor, and sleek modern finishes.
Vintage & Retro Locations
There’s been a rise in demand for nostalgic settings. Mid-century homes, 70s interiors, and old-school London pubs bring character and authenticity to period-inspired campaigns. With a renewed interest in classic fashion and music aesthetics, these locations are an excellent fit for brands looking to tap into retro themes.
Abandoned & Derelict Spaces
Empty buildings and faded interiors provide a striking contrast for a more atmospheric, moody look. These locations, from disused theatres to old factories, offer a sense of history and texture that can’t be replicated in a studio.
Multi-Purpose Studio Spaces
Some productions need complete creative control, and studio spaces provide just that. From infinity coves to warehouse-style blank canvases, these locations offer flexibility, making them a popular choice for commercial photography and product shoots.
Iconic London Streets & Landmarks
Specific London locations remain timeless. From the pastel-coloured streets of Notting Hill to the neon-lit corners of Soho, these backdrops continue to be in high demand. Whether it’s a nod to British heritage or a fresh take on an urban landscape, these settings remain a staple for advertising and film.
Shaping the Future of London’s Location Scene
London’s creative industries are constantly evolving, and so are the locations that define them. The city offers endless possibilities, whether it’s the raw appeal of an industrial warehouse, the elegance of a Georgian townhouse, or the drama of a Brutalist landmark. We’re constantly curating new and exciting spaces to ensure brands, filmmakers, and photographers have access to the best locations for their projects.
If you’re planning your next shoot and need the perfect setting, contact us or browse our location library. We’re here to help you find the right space to bring your vision to life.
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