UK mobile network giant EE seeks to reinvent retail with new Studio store launch at Westfield London
EE is this week opening a new flagship store, The EE Studio, located in Westfield London, White City.
Focused on connectivity and technology solutions, the 4,230-square-foot location will also serve as a hub for the local community to work, learn and play.
The launch forms part of EE’s new strategy, which, the company says, “seeks to reinvent the role of retail in the telco industry, putting innovation, personal experience, and community front and centre”.
The Studio leads the way for the roll-out of EE’s new Experience stores, the first of which are due to open in Manchester Trafford Centre, Cardiff and Bluewater in the coming months.
It features a changeable digital window canvas that lets customers 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 that will welcome them to the Studio and encourage them to head inside and explore.
People will also get the opportunity to build and visualise their own personalised connected home through a ‘connected home digital tool’ and real life ‘room sets’.
This includes a llving room with superfast broadband and connected home technology, a smart kitchen that features a range of smart cooking appliances, a kid’s bedroom that showcases products and services to help with children’s learning and keep them safe online, and a home office with technology to support with online security and working from home.
Bridget Lea, Managing Director of Commercial at EE, says: “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, says: “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.”
The Westfield London EE Studio will open at 12pm on Friday, 16th June, with an appearance from ex-professional footballer and BT Sport pundit, Peter Crouch, goody bags for the first 200 customers, and in-store deals, offers and entertainment throughout the day.
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