The building is the media hub for the university, combining 'world leading' academic research with 'award winning' student productions. It's the home of the Centre for Research in Media and Cultural Studies (CRMCS).
It's also the home of Spark Sunderland - the digital media platform servicing Sunderland and beyond.
It was officially opened in March 2004 by Estelle Morris. Former Education Secretary Morris was Pro Vice-Chancellor from 2005-2009.