EE and Netflix Staged Immersive Sensory Pop-Up

EE and Netflix staged a temporary sensory booth across three UK stores, translating thriller, comedy and sports programming into a series of physical themed environments.

The activation was first presented at the flagship EE Studio in Westfield London, White City, where it ran from 18 to 22 July 2026. It subsequently moved to EE’s Experience Stores at Bullring in Birmingham and Merry Hill in Brierley Hill.

Designed to demonstrate the range of content available on Netflix through EE TV, the booth allowed visitors to select one of three genre-based portals. The experience referenced titles including Legends, The Hawk and WWE Raw, with participants receiving exclusive Netflix summer merchandise after leaving the booth.

Three Genre-Led Environments

The thriller portal placed visitors in an eerie hallway covered with crime-scene tape, creating a setting in which they were invited to uncover a mystery.

The comedy environment recreated a stand-up club lounge. It incorporated an on-cue laugh track and a gallery wall featuring comic moments.

For the sports portal, the booth was transformed into a stadium-style setting with astroturf underfoot and the scent of freshly cut grass.

The three environments combined physical sets, audio and scent to interpret different areas of Netflix programming within the EE store format.

“TV has changed dramatically in recent years, giving people more choice, flexibility and control over what they watch, wherever they are. At EE, we’re always looking for new ways to bring fans closer to the entertainment they love, which is why we are excited to launch this immersive retail experience in our EE Studio and Experience Stores.
“Whether you are into thrillers, comedy or sport, it’s a fun reminder of the must-watch Netflix shows available through EE TV. We encourage TV and film fans alike to come into our store, experience it for themselves and speak to our expert EE Guides about flexible TV packages that are right for them.”

Asif Aziz, Retail Director, EE

“This summer, Netflix is packed with feel-good favourites, and through EE TV it’s easier than ever for households to find something to watch together. We’re excited that people get to dive into these worlds in the EE store over the summer as we build on our partnership with EE TV to make it even simpler for customers to enjoy the best of Netflix.”

Joshua Walker, Director, Marketing Partnerships – Northern Europe, Netflix

The activation also promoted the availability of Netflix through selected EE TV and mobile plans.