News Corp Australia has today unveiled its new innovation and collaboration workspace for its clients and partners to better explore, discover and create with the company’s brands, products and audiences.

Situated at the base of News Corp Australia’s head office on Holt Street in Sydney, the Future Media Lab is a complete transformation of a space that for 30 years was the News Shop, having been designed to provide an environment that is adaptable to a range of scales and forums, from intimate presentations to interactive group workshops.

News Corp Australasia executive chairman Michael Miller, News DNA managing director Nicole Sheffield and Unruly CEO and co-founder Sarah Wood together unveiled the new lab, which is a first for the southern hemisphere and builds on the successful launches of Unruly Future Video Labs around the globe.

Miller said Future Media Lab gives the company a unique way to demonstrate all the information and content that it has access to and how that can be used to provide insights for advertisers.

“I’m proud we can offer our clients and partners a space that combines data, resources and proven processes to assist us in achieving a better outcome together,” he said.

Ms Sheffield said News DNA is all about re-imagining the new and innovative ways in which clients, brands and marketers access their audiences.

“It is our mission to supercharge the company’s digital, video and content verticals into the most compelling, addictive and effective networks Australia has ever seen,” she said.

“Future Media Lab gives us a space where we can showcase all that content and work with clients to challenge how they best appeal to their customers.”

Ms Wood said Future Media Lab is the start of something new for the Aussie market and the next evolution of the News Corp and Unruly partnership.

“We know that 94 per cent of Australian consumers would consider using ad-blocking software and the ongoing challenge for brands and agencies is to future proof their content strategies,” she said.