EE is opening the doors to its first East Midlands Experience store in Nottingham’s Victoria Centre at 12pm on Thursday 22 May. The new site marks the telecoms brand’s first experiential store of 2025 and is part of a broader £3 million investment into concept retail spaces across the UK high street this year.
To mark the occasion, England football legend and Nottingham native Viv Anderson MBE will cut the ribbon and welcome shoppers into the store. DJ and EE Guide, Nick Pavlov, will provide a live set, and the opening day will feature a prize draw for tickets to England’s fixture against Senegal at The City Ground on 10 June.
According to EE, Nottingham residents are among the most engaged with technology in the UK, leading in smartphone and smartwatch ownership. However, research also found that 42% of locals would appreciate more help understanding how to use their devices effectively.
The new store aims to address this demand by offering a hands-on environment where customers can explore how connected technology fits into their daily lives. The space is designed around themed Experience Zones – Game, Work, Learn, and Home – alongside a Tech Home area where visitors can discover smart TVs, lighting systems, security devices, and broadband solutions.
Additional store features include the Welcome Zone, which showcases the latest product launches, the Gaming Zone for trialling consoles with expert guidance, Basecamp for community interaction and refreshments, and Tech Live, a hands-on zone where customers receive tailored recommendations from trained EE Guides.
Viv Anderson MBE commented: “As a techie and someone born and raised in Nottingham, I’m thrilled that EE has opened a new space in the heart of the city. Innovative spaces like this give people the opportunity to get hands-on with the technology that’s shaping our future.
“Nottingham has always been full of talent and creativity, and with the support of EE’s in-store Guides, anyone can seek tailored advice to make the most out of their tech and devices. I can’t wait to see how it sparks ambition in the next generation.”
Retail Director Asif Aziz stated: “We are committed to continue reinvigorating the British high street through another multi-million-pound investment to transform our stores into exciting experiential spaces for shoppers, of which Nottingham is our first of the year.
“Our new EE Experience store is a space for shoppers to explore, learn, and feel confident with technology, with our expert in-store guides always on hand to support customers at every step of their tech journey.”
Centre Director at Victoria Centre, Nigel Wheatley, added: “We’re thrilled to welcome East Midland’s first EE Experience store at Victoria Centre this Spring. With a community of tech enthusiasts, we’re confident that the investment into upgrading the store will elevate the in-store experience and be a great addition to our retail offering.”
The Nottingham Experience store underlines EE’s goal of combining digital connectivity with face-to-face customer support, while reflecting the brand’s broader retail transformation plans for 2025.
