EE has opened the doors to its newest experience store, making its East Midlands debut.
It has opened in Nottingham’s Victoria Centre and marks the group’s first experience store opening in 2025.
It makes up part of a £3m investment into physical retail this year.
The store enables visitors to explore the latest connected tech, access additional help with devices and support from in-store staff.
Similar to its other experience stores, there will be zones focused on gaming, work, learning and home.
There is also a tech home area to demonstrate the “future of connected living” with smart TVs, lighting, security systems and fast broadband.
EE research also shows Nottingham residents are among the UK’s biggest tech fans, with the highest proportion of people in an urban population owning a smartphone at 84%.
However, 42% said they want more help understanding how to get the most out of their smart devices.
EE retail director Asif Aziz said: “We are committed to continuing to reinvigorate the British high street through another multimillion-pound investment to transform our stores into exciting experiential spaces for shoppers, of which Nottingham is our first of the year.
“Our new EE Experience store is a space for shoppers to explore, learn and feel confident with technology, with our expert in-store guides always on hand to support customers at every step of their tech journey. We can’t wait to welcome the first visitors.”
Victoria Centre director Nigel Wheatley added: “We’re thrilled to welcome the East Midlands’ first EE Experience store at Victoria Centre.
“With a community of tech enthusiasts, we’re confident that the investment into upgrading the store will elevate the in-store experience and be a great addition to our retail offering.”
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