EE opens extended reality retail playground in its flagship store at Westfield, White City, London

EE has opened an extended reality (XR) retail playground, giving visitors to its flagship store, the EE Studio, in Westfield, White City, London, the opportunity to try a wide range of augmented reality (AR), virtual reality (VR) and mixed reality (MR) devices side by side.

This will showcase some of the latest and greatest in PC, console and standalone VR headsets in an immersive new space. This includes the HTC Vive XR Elite, PlayStation VR2, and he Meta Quest 3.

Visitors will also have an opportunity to try out a selection of smart eyewear designed to extend screens, such as the TCL NXTWEAR S+ and XREAL Air 2 Pro glasses, or discover how they can livestream, capture video or listen to music on-the-go with the Ray-Ban Meta smart glasses. 

More than 21 virtual and mixed reality experiences await those stepping into EE’s new space, such as Just Dance on PlayStation VR2, Superhot VR on HTC Vive XR Elite, and Out of Scale: A Kurzgesagt Adventure on Meta Quest 3. 

Asif Aziz, Retail Director at EE, says: “Extended reality is one of the most exciting areas of tech innovation right now, and it really must be seen to be believed. That’s why we’re giving shoppers this unparalleled opportunity to try the latest and greatest devices side-by-side, bringing the future of immersive technology to consumers’ fingertips.”

“We pride ourselves on being the most personal brand on the high street and whether it’s for gaming, entertainment or learning, we believe everyone can get something out of XR. We invite shoppers to try out this exciting tech for themselves and speak to our expert EE Guides for advice on how they can get the most out of XR in their everyday lives.”   

2024 RTIH INNOVATION AWARDS

Physical stores are a key focus area for the sixth edition of the RTIH Innovation Awards, which is now open for entries.

The awards, sponsored by CADS, 3D Cloud, Brightpearl by Sage’s Lightning 50, and Retail Technology Show 2025, celebrate global tech innovation in a fast moving omnichannel world.

Key 2024 dates

Friday, 25th October: Award entry deadline 

Tuesday, 29th October: 2024 shortlist revealed

30th October-6th November: Judging days

Thursday, 21st November: Winners announced at the 2024 RTIH Innovation Awards ceremony, to be held at RIBA’s 66 Portland Place HQ in Central London.