EE’s Visionary New Flagship Store in Westfield, London
We transformed the digital retail experience at EE’s new flagship store The EE Studio in Westfield, White City London. The new store, which opened in July, has been designed to empower customers with the best connectivity and technology solutions for their whole connected lives.
The concept for the store, the result of our collaboration with Dalziel & Pow, and the EE team, merges the digital and physical, creating an engaging omnichannel retail experience for the consumer.
The digital experiences we designed have been crafted to prioritise accessibility and to demystify and simplify tech. Our Digital Experience Director Rachel Lloyd, said “We have sought to reimagine how digital integrates into the EE retail experience and bring to life its new flagship Studio store. The EE Studio blends channels and influences, integrating AR, dynamic screen content, bespoke digital tools and multi-sensory spaces, into a pioneering customer experience.”
"We have sought to reimagine how digital integrates into the EE retail experience and bring to life its new flagship Studio store" - Digital Experience Director Rachel Lloyd
By leveraging their devices, customers can effortlessly engage with multiple AR activations designed to forge a deep digital connection with consumers, engaging them emotionally and holistically.
Upon arrival at the store, customers are greeted by an interactive digital storefront. A playful avatar introduces the concept, and digital cubes streaming programmed content entice users beyond the threshold and into key experience zones.
“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.” - Bridget Lea, Managing Director of Commercial, EE
Specially curated room sets and the Connected Home digital tool showcase the boundless potential of connected home technology tailored to individual lifestyles. Users are guided through a seamless journey, receiving advice on home tech solutions and how to create a bespoke smart-home setup. Whether discovering gaming, optimising a work-from-home setup, or unwinding in their living room, customers receive tailored recommendations to align with their needs.