EXCLUSIVE: Spring Studios Restructures London Operations as AI Impacts Production Revenue
Spring Media Investments, parent company of Spring Group, said Tuesday that it has decided to close its U.K. e-commerce and studios department, both of which operate within its production vertical. Approximately 30 to 35 jobs are at risk.
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'We decided to restructure, by way of an administration, our business and focus on what is best with the advent of AI. We have to react proactively and stay ahead of the curve on this and we have embraced technology in our business. It's important to embrace what is there and what will be best for Spring and in the next five to 10 years,' Navin Khattar, Spring Media Investments' chairman told WWD. Khattar added that upscale fashion and retail firms are increasingly embracing in-house AI solutions to save on production costs associated with everything from casting to locations.
Spring Studios was founded London in the late '90s and started strictly as a studio space for still and motion shoots. As the studios hosted increasingly more leading photographers, publications and brands, the company expanded, building audiences within fashion, beauty and luxury and creating global prestige campaigns, content and high-end cultural events. In 2013, the agency expanded to New York, with full studio, events and production, and in 2017 Spring Studios opened offices in Milan. The list of clients of Spring Studios over the years has been varied, ranging from Victoria Beckham to Ginori 1735 and from Louis Vuitton to Toyota. Milan and New York City remain unaffected by the firm's restructuring. While the two cities have content production units, they don't have e-commerce operations. Both cities performed well in 2024 and helped the firm achieve a profit last year.
Milan, for example, has distinguished itself with a string of new initiatives. In 2024, Spring Studios launched its emerging talent platform and in 2025, the firm turned it into an itinerant exhibit that debuted in Paris and Milan.
Last June, the New York City-, London- and Milan-based multidisciplinary creative firm launched its first edition of 'Ode,' a limited annual publication that combined contemporary and visual art, photography and texts of forward-thinkers ranging in age from 26 to 45 — emboldening them with 'free artistic expression.' The first edition was named 'Ode to Rebirth' and brought together the work of photographers, designers and even a hairdresser who could be the next glossy go-tos.
Going forward, Khattar said the group is focused on the performance of London's creative agency, which is a main driver for its London office. In the near term, Spring Studios will also announce a new creative director, chosen specifically to fortify the performance of its London-based creative agency. Its former executive creative director, Fred Paginton, left his post in July of this year.
'Spring Studios is made up of a few different silos. It's within our power to focus on what Spring does best and we can clearly see the quality of the services that we produce for the client and the caliber and type of clients that we have been servicing and based on our expertise,' Khattar added, noting that its experiential services in New York City are outperforming.
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