EE has raised the curtain on a visionary new flagship store, The EE Studio, at Westfield London, White City. The UK’s largest telco retail space, the store presents a seamless integration of physical and digital experiences for consumers, laying a foundation for a novel retail strategy in the telecommunications industry.
The expansive 4,230-square-foot Studio Store serves not only as a retail showroom but also a community hub, offering visitors an immersive journey through all stages of their connected lives. The newly launched space is part of EE’s broad retail strategy to rejuvenate the high street by transforming the role of retail within the telco sector.
The store leverages advanced digital signage technologies to enhance the EE Studio experience. These digital displays, strategically placed within different ‘experience zones’ and ‘room sets,’ offer dynamic and interactive content that not only engages but also educates visitors. For instance, personal wellness tips and relaxation materials are conveniently accessible through digital signage inside the Digital Spa, providing customers with valuable information. Similarly, the Gaming Zone’s lively screens showcasing new product trailers and live gameplay add an element of excitement. This integration ensures customers can seamlessly navigate through EE’s offerings, making every visit a step into the future of retailing. By using these cutting-edge digital solutions, EE has not only enhanced the store’s aesthetics but also maintained an informative approach, creating an interactive experience that solidifies its market leadership in innovative retail strategies.
“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,” said Bridget Lea, Managing Director of Commercial at EE.
Lea noted the company’s ambition to become the most personal, customer-focused brand in the UK. “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.”
The Studio’s team reflects the diverse society EE serves, with each team member bringing their unique interests, side hustles, and talents to the store, further enriching the overall consumer experience.
To launch the EE Studio, West London local, Big Zuu, lived instore for the day to experience future living in the ultimate connected home:
EE’s innovative step received high praise from Kate Orwin, Leasing Director UK at Unibail-Rodamco-Westfield. “We’re excited to be partnering with EE to bring the Studio store to life at Westfield London, giving consumers a new type of retail experience,” she said. Orwin highlighted Westfield’s constant efforts to push the boundaries and hailed EE as a stellar example of a brand combining technology and physical retail space innovatively.
With more experience stores due to open in major UK cities, including Manchester Trafford Centre, Cardiff, and Bluewater, EE plans to redefine the retail landscape in the telecom industry.
