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.

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EE Studio Store

From the first-ever Digital Spa in the UK to a state-of-the-art Gaming Zone, the studio offers various ‘experience zones’ and ‘room sets’, each designed to showcase how cutting-edge technology and connectivity can enhance everyday life. The futuristic concept store is set to revolutionize the customer shopping experience, letting them preview a taste of the future in gaming, working, relaxing, and even cooking.

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“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.

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