EE Studio dials-up the experiential.

Photo credits: © EE

Mobile phone provider EE has fully embraced the trend for experiential retailing with its opening of the largest telco retail space in the UK, which seeks to reimagine the role of the mobile phone shop. 


EE Studio opened its doors at Westfield London across an expansive 4,230 sq ft that not only offers shoppers the best connectivity and technology solutions but also serves to act as a hub for the local community to work, learn and play.


The store comprises a number of ‘experience zones’, which comprise: a Welcome Zone involving a changeable digital window with QR codes that bring to life an AR experience to welcome shoppers into the store; a Digital Spa, which is designed to support wellbeing through balancing technology use; a Gaming Zone that acts as a dedicated community gaming hub; a Base Camp, which provides a relaxing environment for customers to take a break over a complimentary tea or coffee; The Stage, which will be used to host the likes of pop-up events, product launches and workshops; and Tech Live, which is a space for visitors to try out the latest devices.


The Studio store also gives customers the opportunity to build and visualise their own personalised connected home through a ‘connected home digital tool’ and in-store assistance. Inspiration is delivered through a series of interconnected ‘room sets’ that include a Living room, Smart Kitchen, Kid’s Bedroom and Home Office. These each showcase the latest relevant products and technologies. 


Bridget Lea, managing director of commercial at EE, says: “Our EE Studio store has been designed to create standout experiences that reflect the changing needs of our customers and the increasingly connected lives they lead. As part of our ambition to become the most personal, customer-focused brand in the UK, we are proud to be offering our customers the chance to get up close and personal with the latest innovations and game changing technology that is right for them. Our vision for the Studio has been years in the making and we can’t wait for our customers to finally see what the future’s got in store.”

© EE

The concept is the result of a collaboration between YourStudio and Dalziel & Pow along with the team at EE that merges the digital and physical to create an engaging omni-channel experience for customers. This is enhanced by enabling them to leverage their own devices through engaging with multiple AR activations around the store.


The concept is also differentiating itself through the shop-floor team having been selected to reflect the diversity of society and the customers EE serves. They are encouraged to bring their interests and knowledge into the Studio and for this to be potentially shared in the workshops.


The opening of the EE Studio is the prompt for a roll-out of a series of Experience stores in major UK locations beginning with an outlet in The Trafford Centre in Manchester, which will be followed by units in Cardiff and Bluewater shopping centre in Kent.