We have the ambition to be the most personal, customer-focussed brand in the UK and to do this, we needed to provide customers with personal experiences both physical and digital, something we knew they wanted. The Studio reinvents the role of the traditional phone shop by offering customers standout experiences that reflect the increasingly connected lives they lead. We are proud to offer the opportunity to get up close and personal with the latest innovations and provide a collaborative space for the local community to work, learn and play.

The Studio showcases world-class design that’s a departure from the expectations of the telecoms sector, moving away from linear product displays and non-interactive product demos and instead offering experiences that reflect people’s increasingly connected lives. It is a multifunctional, flexible and ever-evolving canvas, showcased by the scaffold structure and modern tech aesthetic used to ensure the retail experience adapts to the pace of change in technology and culture.

The Studio was designed with shoppers in mind: we listened to our customers and created standout experience zones, and room-sets that reflect their changing needs. For example, we identified that customers are looking for wellbeing tips and advice on how to balance their technology use. As a result, we created our Digital Spa, a UK-first that enables visitors to relax and find their digital balance.This is a life-centric technology store that puts hospitality at the heart of retail.

The space is split into experience zones and room sets, with each area curated to demonstrate how technology and connectivity is enhancing everyday life - allowing customers to get a taste of future living. These experience zones and room sets, enable customers to get hands-on with a range of connected technology and allowing us to work more collaboratively with our technology partners by not only offering but also showcasing in an interactive way, a range of new products and services from them. The experience zones include the UK’s first Digital Spa, designed to support digital wellbeing, and featuring guided meditations and an immersive sensory room, a Gaming Zone with gaming rigs, racing simulators and the latest games and consoles, and The Stage where EE team members host real-life skills sessions and technology workshops, helping to digitally up-skill the local community.

This innovative 4230sqft space reinvents the role of the traditional phone shop and has a new focus on creating long-term customer relationships through interactive and inspirational spaces that will leave shoppers eager to revisit, even when purchasing isn’t on their agenda. This is something that not only differentiates the Studio from EE’s previous stores but also its competitors.