Located in New York City, the lab will serve as an “incubator” for services and experiences.

NEW YORK—WarnerMedia is moving into the Chelsea neighborhood of Manhattan, announcing that it will be constructing a new 20,000-square-foot facility WarnerMedia Innovation Lab that is set to be AT&T’s first permanent 5G experience center.

The lab, which is expected to open its doors in early 2020, will feature an immersive zone to showcase consumer-ready experiences to the public, flexible indoor and outdoor event spaces, dedicated R&D environments and an open, collaborative work space. The 5G workplace will enable a real-time virtualized collaboration ecosystem across WarnerMedia and AT&T locations in Los Angeles, Seattle and Atlanta.

“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.

Some of the first projects for the Innovation Lab will be based around advertising. Xandr, AT&T’s advanced advertising and analytics company, will provide consumer insights and technology to the lab as it continues to test and develop new advertising capabilities. Projects are expected to include MR/VR applications, 5G uses that enhance advertising capabilities and better UI/UX experiences for Make Advertising Matter.

Architectural design firm Design Republic will handle the project, which is expected to begin this summer.