The centre will encourage an exploratory research practice focusing on the conceptualization, design, and development of creative arts projects with an emphasis on the creation of original stories, experience design, new music compositions, curatorial design, and game play design. Outcomes will encompass modifications to existing products, and develop of prototypes in partnership with industry leaders.

The intellectual property generated will take the form of new media works for broadband consumption, films, media elements that form part of a larger work like sound and image libraries, and scholarly articles for peer reviewed publications.