EE has unveiled its new extended reality (XR) retail playground at its flagship store, the EE Studio, located in Westfield, White City, London. This new space allows visitors to try out a wide range of augmented reality (AR), virtual reality (VR), and mixed reality (MR) devices, offering a hands-on experience with the latest tech innovations. The launch follows steady growth in the XR sector, which is expected to grow to 20.4 million users (1 in 3 people) by 2033. EE has also seen increasing demand for XR devices, with a year-on-year rise in consumer interest.
The XR Experience at EE will feature some of the most cutting-edge VR headsets and smart eyewear. Visitors can try devices such as the HTC Vive XR Elite, PlayStation VR2, and Meta Quest 3. In addition to VR headsets, smart eyewear options include the TCL NXTWEAR S+ and XREAL Air 2 Pro glasses, which extend screen functionalities, and the Ray-Ban Meta smart glasses, designed for livestreaming, video capture, and music on-the-go.
The selection of technologies showcases the wide range of XR applications, from gaming and fitness to wellness and the metaverse. Visitors to the new space can immerse themselves in over 21 virtual and mixed reality experiences. Highlights include Just Dance on PlayStation VR2, Superhot VR on HTC Vive XR Elite, and Out of Scale: A Kurzgesagt Adventure on Meta Quest 3.
The XR playground is designed for everyone, whether they are new to the world of XR or tech enthusiasts looking to explore the latest advancements. Shoppers can try out the devices before deciding to make a purchase, making this space a unique offering on the UK high street. With the festive season approaching, EE’s in-store Guides will also offer tailored gift recommendations based on the customers’ needs and the connected devices they already own, making it easier for shoppers to find the perfect tech gifts for their loved ones.
As part of its commitment to delivering standout experiences, EE continues to focus on offering personalised, customer-centric service. This XR retail playground is part of EE’s strategy to empower customers with the best technology solutions for their connected lives. The space complements the broader offerings at the EE Studio, which features multiple experience zones and room sets that demonstrate how cutting-edge technology is improving everyday life.
Asif Aziz, Retail Director at EE, said: “Extended reality is one of the most exciting areas of tech innovation right now, and it really must be seen to be believed. That’s why we’re giving shoppers this unparalleled opportunity to try the latest and greatest devices side-by-side, bringing the future of immersive technology to consumers’ fingertips.
“We pride ourselves on being the most personal brand on the high street and whether it’s for gaming, entertainment or learning, we believe everyone can get something out of XR. We invite shoppers to try out this exciting tech for themselves and speak to our expert EE Guides for advice on how they can get the most out of XR in their everyday lives.”
This new XR experience is the latest in a series of AR and VR product launches for EE, with the Meta Quest 3S expected to generate further interest later this month. Customers can already place pre-orders for the Meta Quest 3S through EE’s website, further solidifying the company’s role as a leading provider of immersive tech solutions.
The XR retail playground is open to the public at the EE Studio in Westfield, White City, from Monday to Saturday between 10am-9pm, and on Sundays from 12pm-6pm.
