New state of the art XR studio launches in New York to meet growing demand for virtual production facilities

Business, Creativity, Marketing

Mixed reality experts Silver Spoon and production house Schrom have partnered to launch a new Extended Reality stage in New York.  Meeting a growing demand for fully-equipped virtual production (VP) venues on the East Coast, XR New York will provide content producers from the entertainment industry – including broadcasters, filmmakers, agencies and brands – with a professional level of XR production services and support. 

XR studios are becoming increasingly popular as virtual production is adopted more widely across a variety of industries. Utilizing LED screens, virtual production offers producers a way to bring CG elements to life in camera instead of with green-screen post-production. Productions benefit from realistic lighting and immersive environments which can be easily altered, whilst precise movement tracking allows visual effects to be edited with ease.

Silver Spoon and Schrom’s heritage as leaders in the production industry brings expertise to the studio space. Those new to virtual production or with limited experience will have advice on hand as they explore the studio’s advanced production capabilities. XR New York sits in the heart of the cultural and entertainment community of the city as a space not just for Hollywood-style or big label productions, but as a studio available for all content creators – from Broadway to commercials and live broadcast.

Studio features include 35’ by 14’ LED walls with back, side, and ceiling panels which are able to be moved as necessary for easy placement. The studio will offer both Unreal Engine and disguise as part of its pipeline for the projects it hosts. The space includes a 100’ by 50’ stage with a polished and leveled floor, soundproofing, and drive-in accessibility. The facility also provides wardrobe and talent spaces, prop room and building, conference rooms, and a chef kitchen.

Laura Herzing, Executive Producer, Silver Spoon, commented on the new project: “At Silver Spoon, we’re always looking for new ways to expand the boundaries of content production through technology. We’re thrilled to be collaborating with Schrom to offer a much-needed resource to the creative industries in New York and to share our experience in virtual production with the wider community.”

Michael Schrom, Director and Cinematographer at Schrom, states, “Our collaboration with Silver Spoon has created an especially exciting time for future productions. For Directors and Cinematographers, the XR studio will open up new dimensions and possibilities literally in front of their eyes…and their lenses.”

XR New York is an Extended Reality stage in New York offering artist-led XR production services and support created to meet the growing demand for fully-equipped virtual production (VP) venues on the East Coast. Behind this studio space are a collective of experienced creatives with a portfolio including projects such as Fox’s Alter Ego, Super Bowl IV, and national campaigns for Papa Johns, Hardees, Carl’s Jr., Zaxby’s and Dunkin’.