EE opens innovative experience store at Westfield London
EE has opened an innovative new flagship store at the Westfield London shopping destination in White City.
Forming part of EE’s new retail strategy, the 4,230 square foot EE Studio aims to put innovation, personal experience and community front and centre.
The space is home to a range of experience zones and room sets that have been designed to demonstrate how cutting-edge technology and connectivity can enhance everyday life.
The store features a dynamic shopfront with a changeable digital window canvas where customers can see the latest product launches and in-store events before they step inside. Shoppers can also scan a QR code on the shopfront to bring to life an AR experience in-store.
Once inside, customers can enter a gaming zone and the UK’s first “Digital Spa” which is designed to show customers how they can effectively balance their technology use. It also features guided meditations and an immersive sensory room with meditative naturescape content.
The shop will lead the way for the roll out of the new ‘Experience’ stores, the first of which are due to open in Manchester Trafford Centre, Cardiff and Bluewater in the coming months.
Bridget Lea, managing director of commercial at EE, said: “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. As part of our ambition to become the most personal, customer-focused brand in the UK, we are proud to be offering our customers the chance to get up close and personal with the latest innovations and game changing technology that is right for them.
“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.”
Kate Orwin, leasing director UK at Unibail-Rodamco-Westfield, said: “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.
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