AT&T is filling in some details about the WarnerMedia Innovation Lab, which is opening in 2020, and that it announced earlier this year.
The Lab will be a new construction 20,000-square-foot facility located in the Chelsea neighborhood of Manhattan, and it will feature an immersive zone for consumer experiences, indoor and outdoor event spaces, R&D environments and an open work space. The whole building will get access to AT&T’s 5G network.
“The Lab is more than a technology incubator, but also a dream factory for us to create the wonderment that fans have come to love and expect from WarnerMedia,” said Jesse Redniss, general manager of the WarnerMedia Innovation Lab, in a statement. “Here we’ll flex the best of WarnerMedia’s creative storytelling capabilities combined with cutting-edge technology from AT&T and our partners to deliver experiences that will be talked about for a lifetime.”
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“By working across AT&T, we’re able to combine the latest in 5G technology with immersive content experiences and cutting-edge advertising capabilities,” said David Christopher, president of AT&T Mobility and Entertainment, in a statement. “The WarnerMedia Innovation Lab will be a space where developers, creators and visitors will be inspired to push the boundaries of entertainment, all powered by the company that first introduced the U.S. to the power of mobile 5G.”
The Lab is also going to use data and insights from Xandr, AT&T’s advanced advertising and analytics company, to test and develop new advertising capabilities.
“Every day, Xandr looks for new innovative ways to help marketers and create a better viewing experience for consumers,” said Kirk McDonald, CMO at Xandr, in a statement. “Working with our colleagues at AT&T Communications and WarnerMedia, we are uniquely positioned to develop new advertising innovations that engage consumers and provide integral feedback for marketers and brands. The WarnerMedia Innovation Lab will accelerate the adoption of new advertising formats and provide an environment to showcase our collaborative work.”
In addition to working on advanced advertising, the Lab will focus on building mixed and virtual reality applications, 5G uses that enhance new advertising capabilities and better user interfaces and user experiences.