Vodafone Retail is to open its largest experience store to date on London's Oxford Street in the summer. A teaser hoarding campaign is already under way (pictured). The 280 sq m store will draw on lessons learned at two similar stores in Watford and Cardiff, which opened last year. All three stores are more about showing customers how phones can be lifestyle accessories rather than selling them purely as communication devices, according to a spokeswoman. 'There are plasma screens and more of an emphasis on showing not telling,' she said. The Oxford Street site will also offer an in-store repair service, and have a more international flavour than its predecessors, including a service that answers foreign visitors' questions about international roaming. Vodafone Retail has 340 stores across the UK.