It looks like a cross between a bar and a kitchen, and News Corp Australia certainly has plans to mix a cocktail of new ideas there.

A collaborative workspace called the Future Media Lab is modelled on the network of Future Video Labs video ad tech company Unruly - which News bought in 2015 - has established across the globe.

A launch at in Sydney showed off the space where clients will be able to use News Corp Australia's data, resources and expertise develop innovative advertising solutions. it will also be used for internal meetings.

Data and insights from Unruly, social media agency Storyful, and News Corp's network of brands will be available to commercial partners who utilise the lab. Executive chairman Michael Miller says it will provide "a unique way to demonstrate all the information and content that News has access to and how that can be used to provide insights for advertisers".

Nicole Sheffield, managing director of digital division News DNA, says it will provide a place to "showcase all that content and work with clients to challenge how they best appeal to their customers".

Pictured: Unruly co-founder Sarah Wood, Michael Miller and Nicole Sheffield unveil the new Future Media Lab