EE will open a new Experience store at Lakeside Shopping Centre, with doors opening at midday on Thursday 29 January. The launch will include a guest appearance from former England international Rachel Yankey, who will cut the ribbon and welcome the first visitors.
The Lakeside opening marks EE’s first Experience store launch of 2026, following 20 Experience store openings across the UK in the past 12 months. The store forms part of EE’s £3 million investment in physical retail between May 2025 and March 2026.
Experiential Store Design
The store has been designed to encourage hands-on engagement with smart technology, supported by EE’s in-store Guides. The format responds to EE data showing that 58 per cent of customers in the East of England do not feel confident using all features on their smart devices.
The store features Experience Zones themed around Game, Work, Learn and Home, alongside a dedicated Tech Home area focused on connected living.
Experience Zones Include:
Welcome Zone – showcasing new technology, product launches and in-store offers
Gaming Zone – hands-on access to the latest consoles and games with guidance from EE Guides
Basecamp – a community hub offering advice, browsing and complimentary refreshments
Tech Live – a hands-on testing area with personalised recommendations
The Tech Home area presents smart TVs, lighting and high-speed broadband, with specialist guidance on connectivity solutions.
Community and Online Safety Initiatives
The Lakeside Experience store is one of 11 EE locations across Essex rolling out ‘Stay Safe with AI’ appointments in partnership with Essex Police. Launching on Safer Internet Day on 10 February, the pilot aims to increase awareness of AI deepfakes and online risks.
Families can also book 30-minute online safety appointments with an EE Guide. Developed in partnership with Internet Matters, the sessions are open to all networks and provide practical support on device management and online safety.
Industry Comment
“Our aim is to create inviting spaces where customers can explore, interact with and connect through technology, supported every step of the way by our knowledgeable EE Guides. We’re excited to help Essex communities learn more about how technology, powered by the UK’s best network, can make everyday life better, while also giving families the confidence to manage their children’s connected world through our online safety and AI appointments. We hope these sessions will help young people and their families better navigate the online world safely and confidently.”Asif Aziz, Retail Director, EE
Asif Aziz, Retail Director, EE
“From when I first put on my boots as a child to now, technology and women’s football have grown exponentially. The ability for female football players to connect with fans across their club, country and the world, through tech, has played a big role in helping drive the Lionesses and women’s football forward. I spent my childhood excited at the thought of trips to Lakeside, so I’m very honoured to be opening the EE Experience store today.”Rachel Yankey
Rachel Yankey
“We are thrilled to welcome EE’s first Experience store for 2026 and to see Lakeside play a key role in the brand’s continued investment in physical retail. EE is a leading technology brand, and the new concept store is a strong example of the kind of innovative, immersive retail we continue to attract.”
Nancy Foster, Centre Director, Lakeside Shopping Centre
The store opens at midday on Thursday 29 January, with additional in-store activity including a DJ set from EE Guide Jaylan Gordon.
