EE opens extended reality retail playground in flagship store, the EE Studio

EE is today opening its extended reality (XR) retail playground, giving visitors to its flagship store, the EE Studio, in Westfield, White City, London, the opportunity to try a wide range of augmented reality (AR), virtual reality (VR) and mixed reality (MR) devices side by side. It follows steady growth in the XR sector, with the market set to swell to 20.4m (1 in 3) by 2033*. EE has also seen a year-on-year increase in consumer demand for XR devices.

The XR Experience will showcase some of the latest and greatest in PC, console and standalone VR headsets in an immersive new space. This includes the HTC Vive XR Elite, PlayStation VR2, and Meta Quest 3. Visitors will also have an opportunity to view life through a new lens with the selection of smart eyewear designed to extend screens, such as the TCL NXTWEAR S+ and XREAL Air 2 Pro glasses, or discover how they can livestream, capture video or listen to music on-the-go with the Ray-Ban Meta smart glasses.

The technologies have been chosen to showcase the exciting capabilities of XR, from gaming and fitness to wellness and even the metaverse. More than 21 virtual and mixed reality experiences await those stepping into EE’s new space, such as Just Dance on PlayStation VR2, Superhot VR on HTC Vive XR Elite, and Out of Scale: A Kurzgesagt Adventure on Meta Quest 3.

Whether novices exploring the world of XR for the first time, or lifelong tech enthusiasts, shoppers will have the opportunity to get hands-on with the various devices on offer before deciding to make a purchase, with the space thought to be the UK’s first XR retail playground. With the festive season fast approaching, visitors to the XR space will also be able to get tailored gift recommendations from EE’s in-store Guides on how these immersive technologies can enhance their loved ones’ everyday lives, based on their needs and the connected devices already existing in their homes.

The launch forms part of EE’s ambition to deliver standout experiences to shoppers, offering the most personal, customer-focused service on the high street and empowering them with the best technology solutions for their connected lives. It follows a spate of AR and VR launches already this year, with the Meta Quest 3S set to generate yet more buzz when it launches later this month, with pre-orders already live on the EE website.

Asif Aziz, retail director at EE, said: “Extended reality is one of the most exciting areas of tech innovation right now, and it really must be seen to be believed. That’s why we’re giving shoppers this unparalleled opportunity to try the latest and greatest devices side-by-side, bringing the future of immersive technology to consumers’ fingertips.

“We pride ourselves on being the most personal brand on the high street and whether it’s for gaming, entertainment or learning, we believe everyone can get something out of XR. We invite shoppers to try out this exciting tech for themselves and speak to our expert EE Guides for advice on how they can get the most out of XR in their everyday lives.”

EE’s flagship store, the EE Studio, is designed to empower customers with the best connectivity and technology solutions for their whole connected life, showcasing a host of ‘experience zones’ and ‘room sets’ with each area carefully curated to demonstrate how cutting-edge technology and connectivity is enhancing everyday life.

To explore the UK’s first dedicated XR Experience, visit EE’s Studio Store in Westfield, White City, London from Monday to Saturday, 10am-9pm, or Sundays 12pm-6pm.