The Square - Studio et Production audiovisuelle

What The Square - Studio et Production audiovisuelle does

The Square is a French audiovisual production studio founded in 2010 and headquartered in Saint-André-lez-Lille, near Lille, operating approximately 1,000 m² of professional studio space (Studio A at 750 m² and Studio B at 280 m²) in a converted industrial warehouse. The company delivers three interconnected offerings: TheStudio (studio rental with cycloramas and natural diffused light), Production (full-service photo and video production spanning brief, casting, location scouting, on-set direction, and post-production), and TheLab AI (a generative AI service launched in 2025 that produces hyperrealistic images and videos, virtual mannequins, and impossible environments). Productions span 16+ countries including Scotland, Norway, Japan, USA, Brazil, China, and South Africa, with a secondary operational office in Cape Town supporting international work.

The company's business model is custom project-based pricing across all three service lines, with no publicly disclosed rates or ticketing; clients request quotes through a website form or direct contact. Its client base of 48 brands is concentrated in fashion and sportswear, with named enterprise customers including Decathlon, Petit Bateau, Ray-Ban, and Rouge Gorge. The go-to-market is relationship-driven sales-led, with dedicated business development contacts for traditional production (Marine Chavel) and AI services (Laure Mimram). Distribution is anchored by a portfolio website, Instagram, and LinkedIn, with no self-service booking or e-commerce channel.

The company is privately held and founder/management-owned, with no disclosed institutional funding, no parent company, and no M&A activity. With 6 employees, The Square operates as a small specialized studio; the 2025 launch of TheLab AI represents its most significant strategic pivot, transitioning the business from a purely traditional studio into a hybrid human-plus-AI content production model. The technology stack includes generative AI for image and video, integrated with styling services ('Stylisme') and a proprietary two-studio infrastructure.

Name

The Square - Studio et Production audiovisuelle

Legal name

The Square

Website

https://thesquare-production.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

The Square is a French audiovisual production studio founded in 2010, operating 1,000 m² of studios in Lille and serving 48 enterprise brands across fashion, sportswear, and eyewear with full-service photo/video production and a 2025-launched generative AI content service.

Ownership category

akta.pro rank

Headquarters

HQ city

Saint-André-lez-Lille

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. Studio Rental: Rental of physical studio spaces (Studio A and Studio B) for photo and video shoots. Clients rent the studios for their own production needs or work with The Square's team for direction.
2. Production Services: Full-service photo and video production including brief reception, budget determination, location scouting, model casting, on-set shooting, and post-production. Covers both studio-based and location-based productions (international productions across 16+ countries).
3. AI Content Generation (TheLab AI): AI-powered visual content creation services launched in 2025, offering hyperrealistic content generation for when traditional shoots are impractical, impossible, or environmentally impactful. Includes virtual mannequins, impossible scenarios, and diverse representation capabilities.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

The Square runs two physical photo/video studios totaling roughly 1,000m² in Saint-André-lez-Lille, France, delivering full-service commercial photo and video production for brands—covering pre-production, shoot execution, styling, and post-production. In 2025 the studio expanded its offering with TheLab AI, a service that produces hyperrealistic AI-generated visual content to complement or augment traditional shoots.

Product overview

The Square is a studio and audio-visual production company operating three interconnected offerings: TheStudio (two physical studios totaling 1,000m² in Lille for traditional photo/video production), Production (full-service international production services spanning 16 countries), and TheLab AI (an AI-powered module launched in 2025 for generating hyperrealistic visual content). The company also offers Stylisme services for set dressing. Founded in 2010, the company serves 48 brands with over 15 years of experience.

Differentiator

Problem solved

Functional benefit

Brands

• The Square LAB / Le Lab AI: AI-powered visual creation service launched in 2025, offering hyperrealistic generated photo and video content, virtual mannequins, impossible environments, and production optimization.

Products and services

• Studio Rental (Deux studios photo et vidéo de 1 000 m²) Rental of two in-house photo and video studios totaling approximately 1,000m², available to brands and production teams for commercial shoots; pricing provided on a per-quote basis.
• Brand Photo and Video Production End-to-end commercial photo and video production for brands, including pre-production, shoot execution, and post-production, delivered with in-house styling capability and an international on-location network.
• Styling Services In-house styling support integrated with photo and video shoots to prepare products, garments, and sets for commercial campaigns.
• TheLab AI — AI-Generated Visual Content AI-generated hyperrealistic visual content service used to complement or augment traditional photo and video campaigns for brand clients, led by Laure Mimram as AI Business Development & Creative Lead.

Quantifiable outcome

• 48 brands have trusted The Square for their visual production needs
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature2 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Midjourney: Midjourney is an AI image generation platform widely used by brands and creative teams for photorealistic visuals. It is an emerging competitor/adjacent capability to The Square's TheLab AI offering in the AI-generated commercial imagery category.
• Krea: Krea provides AI creative tools for generating and editing images and video in real time. It overlaps with TheLab AI as an emerging AI-native toolset serving brand and creative production workflows.
• Runway: Runway offers AI-powered video and image generation tools used by brands and production teams. It competes in the same emerging AI-content-for-brands category that The Square's TheLab AI targets.

Direct peers

• Unit9: Unit9 is a global creative production studio producing films, interactive experiences, and digital content for brands. It is directly comparable to The Square as a multi-discipline boutique production house serving enterprise brands across geographies.
• B-Reel: B-Reel is a creative production and innovation studio building campaigns, films, and interactive experiences for brands. Comparable to The Square as a multi-territory boutique production partner with a focus on combining craft and emerging technology.
• Pulse Films: Pulse Films is a production company spanning commercials, music videos, and branded content for global brands. Comparable to The Square as an internationally distributed boutique production studio serving major consumer brands.
• Iconoclast: Iconoclast is a global commercial production company representing directors and producing campaigns for major brands. It overlaps with The Square in serving fashion, sportswear, and lifestyle enterprise clients with high-end photo and video production.
• Tool of North America: Tool is a creative production company producing commercials and branded content for global brands, with strong fashion and sportswear credentials. It overlaps with The Square's vertical focus on apparel and lifestyle clients.
• Stink Studios: Stink Studios is a creative production company producing commercials, branded content, and digital experiences for global brands. It mirrors The Square's blend of traditional production craft with emerging digital formats for enterprise clients.

Broad incumbents

• Publicis Production: Publicis Production is the production arm of Publicis Groupe, offering end-to-end content production at global scale. It is a broad incumbent that competes for the same enterprise brand content budgets The Square serves, but at vastly larger scale and scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/thesquare_studioetproduction
• LinkedInlinkedin.com/company/the-square-studio-et-production-audovisuelle

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Square - Studio et Production audiovisuelle