As part of its re-invention, Technicolor is pushing further into the worlds VR and AR.

The company is opening the Technicolor Experience Center in Culver City, Calif., a facility tasked with developing content, platforms, and technology for virtual reality, augmented reality, and other immersive media applications.

Leading the new unit is industry veteran Marcie Jastrow, who has been named SVP immersive media for Technicolor.

Over the past two decades, Jastrow has built and managed technology and workflows in post-production. After a long stint at Modern Video Film, she served as EVP of sales at Laser Pacific, which Technicolor acquired in 2011. Subsequently, Jastrow led Technicolor’s efforts to build new partnerships.

The Technicolor Experience Center occupies a purpose-built space designed to enable communities of artists and technologists across teams at Technicolor, as well as partners, to discover and create immersive experiences in entertainment, advertising, and other commercial applications.

Technicolor is no stranger to virtual reality and augmented reality. As parent to tech and visual effects shops The Mill, MPC, and Mr. X, the company has already worked on dozens of VR and AR projects, including: The Guardian’s 6×9 experiment (The Mill), Nike’s Turkey 360 commercial (The Mill), 20th Century Fox’s “The Martian” (MPC), and Felix & Paul Studios’ “Introduction to VR (MPC).”

Work is also underway on upcoming VR releases for Warner Bros.’ “Suicide Squad” (MPC), MGM-Paramount’s “Ben-Hur” (Mr. X), and a Jack Daniels’ marketing campaigns (The Mill).

Meanwhile, Technicolor’s Research and Innovation (R&I) labs are developing technologies such as immersive formats and tools intended to enhance the creation and distribution of immersive content.

“The Technicolor Experience Center creates a vibrant ecosystem that enables our teams, partners and customers to advance the state-of-the-art in this new form of storytelling,” said Tim Sarnoff, Technicolor deputy CEO and president of production services.

(Pictured above: Marcie Jastrow)