EE Studio has partnered with Apple TV on a month‑long, F1® The Movie‑themed takeover at its flagship store in Westfield, White City, bringing motorsport culture and immersive experiences to visitors in London.
The free event opened on Thursday, 11 December and runs through the festive period, offering racing fans and gamers a blend of film‑related displays and interactive gaming opportunities. The launch follows closely on the heels of Lando Norris’s recent Formula 1 World Championship title win, an achievement that has heightened enthusiasm for all things F1 among UK audiences.
Inside the store, visitors will find a curated selection of props from the recently released Brad Pitt film, F1® The Movie. Exhibits include an iconic APXGP car and the race suit and helmet worn by the character Joshua Pearce, portrayed by Damson Idris. These artefacts are on display to give fans a tangible connection to the film and the broader world of high‑performance racing.
Alongside the film memorabilia, EE Studio has created a dedicated Gaming Zone where attendees can take the wheel themselves. The zone features state‑of‑the‑art racing simulators that allow visitors to compete against each other in virtual races, offering a hands‑on experience that mirrors the thrill of professional motorsport.
Commenting on the initiative, Asif Aziz, Retail Director at EE, said: “With Sunday’s F1 title finale living up to all expectations, and F1® The Movie coming to Apple TV this week, this is the perfect time to experience the magic of F1.”
He added: “We’ve transformed the EE Studio into a dynamic racing hub to showcase this thrilling sport with experiences that allow fans to get closer to the action, while also reminding EE TV and mobile customers that they can watch F1® The Movie with up to 6 months free of Apple TV.”
Aziz emphasised the appeal of blending film, sport and technology in a retail environment, noting that the installation aims to “bring visitors closer to the action” and create a memorable experience for both fans of Formula 1 and casual visitors to the store.
The choice of Westfield White City for the takeover reflects EE Studio’s strategy of situating high‑impact activations in high‑footfall shopping destinations. The flagship store’s redesign for the F1® The Movie event offers passers‑by an opportunity to engage with the content even if they have not specifically come for motorsport or gaming.
Inside the studio, the ambience has been adapted to evoke the energy and excitement of an F1 race weekend. Large displays, thematic branding and interactive zones are designed to draw visitors in and provide a multisensory experience that goes beyond conventional retail.
