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EE unveils concept store at new London HQ

Paul Lipscombe
November 11, 2021

The store will test the latest in retail ideas and features experimental zones

EE has unveiled a new concept store designed to create a more immersive experience for its customers.

Located within BT’s new London headquarters at One Braham in Aldgate, the store aims to showcase the latest in converged technology, while face-to-face advice is also provided.

It features interactive zones that come equipped with touchscreens, demo areas and also has a bookable event space for the local community.

EE says the One Braham store will act as a hub for local communities, as the operator commits to “delivering the most personal and local service on the high street.”

BT consumer division MD Bridget Lea said: “We’ve created an experiential space where customers can get expert advice, or just have some fun with the very latest technology.

“We know there’s no substitute for getting help from an expert in person and we’re mixing technology with that personal touch to deliver the best customer service and support.”


Another key facet to this store is around sustainability and repair, with customers able to get devices repaired within two hours of booking in.

The store is also offering a free device MOT on any phone or tablet in less than 10 minutes, with EE providing a recycling service for old handsets and accessories.

EE has pledged to donate £10 plus the value of the device to its charity partner Home-Start, or offer money off the customer’s new EE contract.

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