Former Lioness Rachel Yankey to cut ribbon at new EE Experience store in Lakeside Shopping Centre

EE is today launching a new Experience store in Lakeside Shopping Centre. The store, which opens at midday, will see a guest appearance from former Lioness Rachel Yankey, who will cut the ribbon and welcome the first visitors. 

Lakeside is the first EE Experience store launch of 2026, following 20 openings across the UK within the last 12 months. This is part of the company’s £3 million investment into bricks and mortar retail from May 2025 to March 2026.

The Lakeside store has been designed to help customers get hands on with the latest smart tech, while also providing expert support from EE’s in-store guides for those looking for help with their devices.

It features Experience Zones themed around four key areas - Game, Work, Learn, and Home - along with a Tech Home area showcasing the future of connected living. 

Asif Aziz, Retail Director at EE, comments: “Our aim is to create inviting spaces where customers can explore, interact with and connect through technology, supported every step of the way by our knowledgeable EE guides.”

“We’re excited to help Essex communities learn more about how technology, powered by the UK’s best network, can make everyday life better, while also giving families the confidence to manage their children’s connected world through our online safety and AI appointments. We hope these sessions will help young people and their families better navigate the online world safely and confidently.”

Nancy Foster, Centre Director at Lakeside Shopping Centre, says: “We are thrilled to welcome EE’s first Experience store for 2026 and to see Lakeside play a key role in the brand’s continued investment in physical retail.”

“EE is a leading technology brand, and the new concept store is a strong example of the kind of innovative, immersive retail we continue to attract. As one of the UK’s leading retail and leisure destinations, we’re focused on bringing brands that offer more than just a transaction - creating engaging experiences that resonate with our diverse catchment.” 

2026 RTIH Innovation Awards

Physical stores will be a key focus area at the 2026 RTIH Innovation Awards.

The awards will open for entries in April. They celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Thursday, 15th October.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.