EE Studio, London

A HEADY MIX of calm and excitement: That’s the feeling Richard Bennett, Creative Director at London-based Dalziel & Pow, hopes to elicit from guests entering the EE Studio for the first time. “Excitement at the scale, the interactivity, the cool product, the beauty of the space,” he says of the new 4230-square-foot flagship from U.K. mobile network operator and Internet Service Provider (ISP) EE. “But then also a sense of calm, like it’s a good place to spend time, to learn, to get help.”

Opened last summer inside the Westfield London shopping center in London’s White City district, the EE Studio is an interactive playground designed by Dalziel & Pow to highlight how connectivity and tech can enhance everyday life. The store’s opening was also the kickoff to a larger EE rollout, one that’s planned through March of 2025 – in February 2024, the retailer reiterated its plans to invest £6 million into its new retail experiences.

this page: EE Studio encourages interaction with spaces for guests to game, test products, attend workshops and more.

“The challenge was to create a space that was on brand, but also warm and welcoming, with cues of high service, like a great hotel lobby,” Bennett says. The team opted for calmer tones such as teal and gray to complement EE’s existing brand palette of high-energy colors like yellow and aqua. Then, the space was layered in rich oak timber for warmth, along with materials such as aluminum and LED tile in a nod to technology. Dramatic lighting throughout grabs attention and adds to the excitement.

The expansive space is divided into multiple experience zones where customers can explore new products, trial the latest tech, relax with a cup of tea, attend a skill-improving workshop or even take on an elite gaming session. For extra inspiration that allows customers to fully immerse themselves in real-life scenarios and get a sense of how EE’s products might work for them, there is a “Smart Kitchen,” featuring an interactive display of innovative cooking appliances, a “Kid’s Bedroom,” which spotlights products and services to help children learn about online safety and a “Living Room,” with its connected home technology and speedy broadband.

PHOTO GALLERY (9 IMAGES)
📷 Courtesy of Dalziel & Pow