At The New York Times’ NewFront event, Chief Revenue Officer Meredith Kopit Levien announced Story X, a new initiative geared toward innovative storytelling. Levien described Story X as a “a place and a space and a lab, and a team of journalists and creators and technologists [.]” Over the last year or so, the Times has dramatically expanded its digital operation in an all-out push to shed the duller aspects of its reputation; Story X seems right in keeping with its other recent efforts, which include an upcoming $50 million effort to expand its international digital efforts, as well as a successful foray into virtual reality.

Speaking of which, the company announced that it intends to double down on its VR efforts. The Times is in talks with some of the top virtual reality platforms, and has several new VR videos slated to roll out in 2016, including an immersive recreation of past Olympics stadiums, as well as a look at climate change in Antarctica. Jake Silverstein, Editor-in-Chief of The New York Times Magazine, called the “the leaders in virtual reality journalism.”