Lab announces NYC Physical Space with 5G Capability, Partnerships with WarnerMedia Ad Sales and AT&T’s Xandr as well as the Appointment of a Design Firm
NEW YORK-Monday 17 June 2019 [ AETOS Wire ]
(BUSINESS WIRE)-- The
WarnerMedia Innovation Lab made several key announcements today,
deepening its commitment to cutting edge technology and the incubation
of new consumer facing products, services and experiences. These
announcements include the location of its physical space in New York
City which will be powered by AT&T’s 5G network, making it one of
AT&T’s first permanent 5G experience centers. The Lab also announced
further details on its partnerships with WarnerMedia Ad Sales and with
Xandr, AT&T’s advanced advertising and analytics company. Finally,
the Lab announced the appointment of an architecture firm to lead design
of the physical space.
The
WarnerMedia Innovation Lab will be a new construction 20,000 square
foot facility located in the Chelsea neighborhood of Manhattan,
featuring an immersive zone for showcasing consumer-ready experiences
visible to the public, flexible indoor and outdoor event spaces,
dedicated R&D environments and an open and collaborative modern work
space.
“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, GM, WarnerMedia Innovation Lab. “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.”
The
Lab, which is slated to open its doors to strategic partners and
WarnerMedia cross-business unit teams in early 2020, will bring 5G
experiences to life through exploration and development initiatives,
enabling a real-time virtualized collaboration ecosystem across
WarnerMedia and the AT&T offerings. Today’s news builds on
AT&T’s commitment to offer 5G across WarnerMedia properties. From
the Innovation Lab in New York City to Warner Bros. in Los Angeles in time for AT&T SHAPE, to The Lounge by AT&T in Seattle and WarnerMedia’s Atlanta studios, 5G has the power to transform how WarnerMedia’s content is created and consumed.
“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. “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.”
WarnerMedia’s
commitment to the Lab’s ability to revolutionize the overall fan
experience includes advertising as well. Dan Riess, Head of Advanced
Advertising and Branded Content, WarnerMedia Ad Sales, commented,
“Storytelling is in our company’s DNA and part of that experience is how
the content is enjoyed, including advertising. The Lab is a critical
part of our testing and learning on the new experiences in advertising
that we will be rolling out to market.”
The
WarnerMedia Innovation Lab will be also be backed by consumer insights
and technology from Xandr, AT&T’s advanced advertising and analytics
company, as it continues to test and develop new advertising
capabilities that make brand messages more relevant and engaging to
consumers. This powerful combination will deliver innovative consumer
experiences and foster an entrepreneurial spirit across the full
WarnerMedia portfolio of brands.
“Every
day, Xandr looks for new innovative ways to help marketers and create a
better viewing experience for consumers,” said Kirk McDonald, CMO,
Xandr. “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.”
The
new advertising advancements also allow marketers to learn how their
messages resonate with viewers, as the Lab unveils a new balance in the
relationship between advertising, technology and content. The
innovations will include MR/VR applications, 5G uses that enhance new
advertising capabilities, and better UI/UX experiences to Make
Advertising Matter.
Architectural
design firm Design Republic was awarded the services project for the
Lab’s physical space in NYC, with work beginning this summer. Design
Republic is an award-winning architectural design firm specializing in
corporate workplace, retail, and media technology design, and was chosen
based on their culture fit with WarnerMedia and innovative approach and
design concepts, as evidenced by recent work with clients including
Nasdaq, Bvlgari and WarnerMedia’s own Bleacher Report.
“Design
Republic is thrilled to once again work with WarnerMedia for this
opportunity,” said Inga Kruliene, LEED AP, Cofounder and Principal,
Design Republic. “We are excited to begin this journey as we develop the
story behind the Innovation Lab and help bring life and excitement to
this truly immersive experience.”
For more information, please visit www.warnermediagroup.com.
About WarnerMedia
WarnerMedia
is a leading media and entertainment company that creates and
distributes premium and popular content from a diverse array of talented
storytellers and journalists to global audiences through its consumer
brands including: HBO, Warner Bros., TNT, TBS, CNN, DC Entertainment,
New Line, Cartoon Network, Adult Swim, Turner Classic Movies, truTV and
others.
WarnerMedia is part of AT&T Inc. (NYSE:T).
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20190617005252/en/
Contacts
Ashok Sinha
Ashok.Sinha@turner.com
212-275-5447
Lisa Marzullo
Lisa.marzullo@turner.com
212-275-6190
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