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EE unveils ‘Studio’ multi-zone retailing concept at flagship London store

Staff Reporter
June 15, 2023

EE will tomorrow (Friday) open its newest retail concept, the EE Studio, located in its flagship store at Westfield, White City, West London. The Studio covers 4,325 square feet and aims to showcase state-of-art connectivity and technology solutions.

Bridget Lea, Managing Director of Commercial at EE, said Studio concept has been developed over the years and is a key part of EE’s fresh retail strategy to put innovation and community engagement at the forefront of the customer experience. In addition to the Studio, EE has plans to open further Studio areas in its Manchester Trafford Centre, Cardiff, and Bluewater stores.

The Studio offers visitors a range of “experience zones” and “room sets” that highlight how technology and connectivity can enhance daily life. Customers can explore differencet zones for future living, including gaming, work, and cooking.

  • Welcome Zone: dynamic shopfront featuring a changeable digital window canvas. By scanning a QR code on the shopfront, customers can access augmented reality experiences that encourage further exploration.

  • Digital Spa: immersive gaming experience with gaming rigs, racing simulators, virtual reality setups, and the latest games and consoles.

  • Base Camp: relaxing area with sofas, chairs, and workbenches, and complimentary tea or coffee.

  • The Stage: hub for events, pop-ups, and interactive programming

  • Tech Live: demo zone that allows customers to test new devices

The Studio has room sets (below) that showcase different areas of the home. These include a Living Room (demonstrations of superfast broadband and connected home technology), a Smart Kitchen (equipped with intelligent cooking appliances), a Kid’s Bedroom (highlighting products for children’s learning and online safety, and a Home Office (demonstrating technology that supports remote work).

The Studio has room sets (below) that showcase different areas of the home



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