EE opens new visionary store in Westfield London
The launch forms part of EE’s new retail strategy, which seeks to reinvent the role of retail in the telco industry, putting innovation, personal experience, and community front and centre
EE has unveiled the future face of retail at its visionary new flagship store, The EE Studio, located in Westfield London, White City.
Designed to empower customers with the best connectivity and technology solutions for their whole connected life, the 4,230 sq ft showcase will also serve as a hub for the local community to work, learn and play.
The launch forms part of EE’s new retail strategy, which seeks to reinvent the role of retail in the telco industry, putting innovation, personal experience, and community front and centre. The new Studio leads 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.
The innovative and inspirational new Studio space showcases a host of ‘experience zones’ and ‘room sets’ with each area carefully curated to demonstrate how cutting-edge technology and connectivity is enhancing everyday life, allowing customers to get a taste of future living, from gaming and relaxing, to working and cooking.
The experience zones include a welcome zone, which is a dynamic shopfront, including a changeable digital window canvas that lets customers see the latest product launches and in-store events before they even step inside; a digital spa designed to support digital wellbeing by showing customers how they can effectively balance their technology use; a gaming zone, a base camp to relax, and others.
There is also an on-site recording studio that allows them to create and share social media content giving a behind-the-scenes view of the Studio space.
In addition, the new Studio gives customers the opportunity to build and visualise their own personalised connected home through a ‘connected home digital tool’ and real life ‘room sets’.
Bridget Lea, managing director of commercial at EE, said: “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. Westfield is constantly pushing the boundaries to create cutting-edge places and EE is a great example of a brand combining technology and physical retail space in an innovative way to respond to changing consumer needs.”
