The new flagship store is the UK’s largest telco retail space

EE are injecting some much needed excitement into physical retail stores with the launch of their new flagship branch, The EE Studio.  Located inside Westfield Shopping Centre in London, the store goes beyond the standard retail layout by adding a number of connected rooms with plenty of hands-on tech toys to play with.

A gaming zone is included and is one of the UK’s largest dedicated community gaming hubs, full of racing simulators, VR experiences and consoles.

Over in ‘Base Camp’, shoppers are invited to sit down and chill out on sofas and grab a coffee – it’s here where the EE sales staff will also no doubt be hanging out.

The store also features a stage which will be used for live events, training sessions and workshops which will be run by EE, as well as brand partners such as phone manufacturers or mobile photography experts.

Tech Live is the area where you can try before you buy with a range of connected products on display which can be bought in store or online.

And over in the Digital Spa, visitors will be able to check in on their digital wellbeing with tips and help on maintaining a healthy relationship with tech, along with guided mediations to help shoppers switch off for a bit.

With a particular focus on the connected home, the store is also being used to show off connected smart products that can be used throughout the home – further zones include a living room to demo broadband and streaming services, a kitchen full of smart appliances for cooking and a kid’s bedroom which will showcase educational tools and help families learn about staying safe online. An office mock-up is also featured to educate folk on working from home and online security.

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.

The EE Studio opens at 12pm on Friday June 16th in Westfield, White City, London.  Ex-pro footballer and BT Sport regular, Peter Crouch will be at the store on opening day.

What do you think of the store?  Let us know on Twitter. 

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