Amazon.co.uk will open a 46,000 sq ft (4,274 sq m) photography studio in Shoreditch, east London, in summer 2015 to support its growing European fashion business.
The site, which is owned by Transport for London (TfL), will be leased by Amazon and is set to be its largest photography studio in Europe, as the location for both on-model and off-model imaging.
Amazon entered the fashion industry in 2007 with a shoe store, jewellery store and watch store, before launching its clothing store a year later.
It has introduced more than 100 new fashion brands such as Hugo Boss since the start of year, joining a selection that includes Emporio Armani, Ted Baker, French Connection and Vivienne Westwood.
In September, Amazon became an official patron of the British Fashion Council and released its autumn 14 menswear editorial campaign featuring Kaiser Chiefs. Most recently, the company unveiled exclusive collections with British-based designers Osman and Solange Azagury-Partridge.
“Fashion is one of the fastest-growing businesses for Amazon across Europe and the creation of this new studio illustrates both our ambitions in this area and our dedication to providing a first-class customer experience,” said Sergio Bucher, vice-president of Amazon Fashion EU. “Our new studio will enable us to produce high volumes of top-class photography by employing great talent in one of the leading fashion capitals of the world.”
The new studio will be located on Geffrye Street, Hoxton, in a former glass factory. The facility is expected to create 35 new roles for permanent staff and up to 50 freelance positions to meet seasonal demand.
“We continue to invest heavily in London and are delighted to make it the new home for Amazon’s fashion photography across Europe,” said Christopher North, managing director of Amazon. “By summer 2015, around 2,000 corporate employees will be based in London across three offices and this brand new studio. We expect to create thousands of new jobs in the capital over the coming years.”
In 2013, Amazon opened a 40,000 sq ft (3,716 sq m) imaging studio in Williamsburg, New York, to support its US fashion business.