London. Opening this April.
The London chapter of the partnership opens in Farringdon this April, in partnership with the Gen Plus Group. Founding membership applications are open now.
LONDON — OPENING THIS APRIL
The world's creative capital deserves a better model.
London is where creative work gets graded. The standard is set here, and the people setting it are accessible — if you know how to find them. The London chapter exists because we know how to find them.
free.studio London is built for the senior practitioners who've done the agency thing, know what's possible, and want to work differently. The partnership model — bespoke teams, transparent pricing, peer-level collaboration — works in Melbourne. It works in London.
Built with the Gen Plus Group.
The London chapter is built with the Gen Plus Group, led by Sofia Panayiotaki. Gen Plus brings deep experience in integrated marketing communications and agile delivery and execution. Together, we're building something that didn't exist before: a senior creative partnership built-wide with flat structures, operating at the intersection between business innovation, creative problem-solving and production. All without the overhead of a traditional agency.
Opening — London
Founding membership first month (then £350/month)
Founding rate locked for 12 months
Get in early. Shape what it becomes.
Founding membership is for the people who want to help shape what free.studio London becomes — not just join it. You get the best rate, the most influence, and the satisfaction of being part of something from the beginning.
London Founding Membership
Limited founding memberships available. Apply before 30 April 2026. This offer will not be repeated.
Find us in Farringdon.
The London studio is based in Farringdon — one of London's most vibrant creative neighbourhoods, at the heart of the city's media and tech cluster. Full address and studio details will be announced to founding members first.
Interested in the space? Get in touch →
The London team.
Steven Halliday
Studio Director
Commercial Director at Gen Plus Group UK/EU. Formerly Business & Sustainability Director at adam&eveDDB. Fifteen years building high-performance client partnerships across Europe — from Volkswagen to Coca-Cola to Jack Daniel's. The person who makes sure everything actually works.
Sofia Panayiotaki
CEO, the Gen Plus Group
Founder and Group CEO of the Gen Plus Group — a global independent group of agencies operating across London, Dubai, Riyadh, New York and Athens. With a background in broadcasting, production management and international development, Sofia has built a network of 3,000+ professionals across 67 nationalities. The driving force behind the London chapter partnership and the person who makes things happen at scale.
Sophie Lewis
Chief Strategy Officer
One of London's most respected strategic minds. Senior leadership at M&C Saatchi and BBH across Boots, Sainsbury's, Starbucks, American Express and Heinz. Strategy that earns its keep.
Christopher Ringsell
Creative Director
Two decades of award-winning creative production across WCRS, VCCP, Sky and Saatchi & Saatchi. Work for Women's Aid, the RAF and the BBC. Craft that earns its place in culture.
Geraldine Ingham
Global Business Consultant
Former Global Managing Director of Range Rover. Global Head of Automotive at Meta. Former Marketing Director at Volkswagen UK. She's sat on your side of the table. She knows what brilliant should look like.
Dino Burbidge
Technology & Innovation Creative
BAFTA-winning inventor of the Rubik's Connected Cube. Formerly of Sky Innovation Lab and Walt Disney Europe. Sees AI as a creative accelerant, not an existential threat. One of the rare people who understands technology as deeply as storytelling.
Steve Wioland
Senior Creative Director
Award-winning creative director with over 20 years of experience across global campaigns. Known for work that combines strategic rigour with exceptional craft. A senior creative who leads from the front.
Matt Woolner
Senior Creative Director
Senior creative director with deep experience in brand-building and campaign work across UK and international markets. Brings a rare combination of conceptual thinking and production knowledge to every brief.