EE enlists Love Island's Luke Trotman as it brings experiential store format to London’s Oxford Street

EE is bringing its experiential format to London’s Oxford Street. The store, which opens today at 10 am, will see a guest appearance from former Love Island star and footballer Luke Trotman, who will cut the ribbon and welcome the first visitors through the doors.

This is the third experiential store launched by EE in the capital, alongside the flagship Studio in Westfield, White City and Experience store in Westfield, Stratford.

The launch is part of the company’s £3 million investment into bricks and mortar retail over the last ten months as it rolls out the experiential format across the UK. The Oxford Street store has been designed to help customers get hands-on with the latest smart tech, while also providing expert support from staff for those looking for help with their devices. 

Asif Aziz, Retail Director at EE, comments: “We are so proud to bring our experiential format to one of the busiest retail destinations in the UK. The role of high streets is changing, and we know shoppers want more than just a transaction; they want experiences and personal connection.”

“We designed our Oxford Street Experience Local store to be a space where shoppers can get hands-on with the latest launches and discover how technology can enhance their every day, with the expert support of our fantastic EE Guides on the UK’s best network.”

Trotman says: “Technology and social media are such a big part of how I connect with people every single day. I see first-hand how powerful connectivity can be in helping people express themselves, stay connected with loved ones or learn about the world, so it’s a real honour to be opening the Oxford Street EE Experience Local store today.”

2026 RTIH Innovation Awards

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

The awards are now open for entries and 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 Wednesday, 4th November.

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.