EE Opens New Experience Store

British mobile network operator and Internet Service Provider EE (Hatfield, U.K.) has opened its latest store, designed by Dalziel & Pow, in Metrocentre shopping center in the Dunston area of Gateshead in the U.K., according to a company press release.

The new store set at 3700 square feet is part of the company’s plan to open more than 10 “Experience” and “Experience Local” stores across the U.K. through March 2025. EE communicated its latest retail strategy this past June 2023 with the launch of the brand’s EE Studio store in London. EE has also committed to investing £6 million to its brick-and-mortar retail plans.

The new store features different zones in store like a Gaming Zone, Base Camp (an area for customers to sit and dwell) and Tech Live where shoppers can test out technology in store before purchase. A faux living room allows customers to test out connected home services.

EE’s Retail Director Asif Aziz says, “We are excited to launch our latest Experience store in the brilliant tech hub of Newcastle, giving our customers and the local community a chance to experience the newest innovations across smart home and gaming. We are committed to elevating the retail experience for shoppers across the U.K. through a multi-million-pound investment that will transform our stores over the next year. Our ambition is to be the most personal, customer-focused brand in the U.K., and our new Gateshead Experience store plays a key part in bringing this to life.”

Stay tuned to vmsd.com for more coverage of EE coming in our March/April 2024 issue.