EE has opened a new Experience store at Lakeside Shopping Centre in Essex, marking the latest milestone in its £3 million investment strategy for UK physical retail.
The Lakeside branch is the first Experience store to launch this year. Following a successful rollout of 20 similar locations over the past 12 months, the company remains committed to expanding the format nationwide.
EE said the Lakeside store will also take part in a pilot programme offering 'Stay Safe with AI' appointments from next month. The sessions focus on risks linked to AI deepfakes and online safety. EE developed the scheme in partnership with Essex Police.
Store format
EE has positioned its new Lakeside location as a hands-on retail hub, moving away from traditional transactional layouts. The store is designed specifically around interactive customer demonstrations and expert in-person guidance provided by staff, whom the company refers to as 'Guides'.
This shift in strategy is backed by EE's regional consumer research, which highlighted a significant tech confidence gap in the area.
The store includes "Experience Zones" built around four themes: Game, Work, Learn, and Home. EE also included a "Tech Home" area. The company said it will use that space to show a range of connected home products.
EE described several zones inside the Lakeside store. It said a "Welcome Zone" sits at the front of the shop and highlights new products and launches. It said a "Gaming Zone" offers console and game demonstrations, alongside guidance from staff. It said "Tech Live" provides hands-on product trials and recommendations. It also included a "Basecamp" area with seating and coffee.
The company said the Tech Home area includes smart TVs and smart lighting. It also references broadband products. EE said trained staff will provide guidance on technology and connectivity options.
AI safety sessions
As part of its retail expansion, EE has announced that the Lakeside store will be one of 11 locations across Essex participating in a new 'Stay Safe with AI' trial.
The initiative is designed to tackle the growing complexities of artificial intelligence, specifically focusing on digital literacy and online security. The pilot is scheduled to launch on 10 February, coinciding with Safer Internet Day.
Alongside the AI appointments, EE said families can book a 30-minute online safety appointment with an EE Guide. It said the sessions offer personalised support. EE said the materials draw on content developed with Internet Matters.
EE said customers can use the sessions for advice on smartphone safety for young people and managing devices at home. It said staff can also assist with setting up a young person's first device, including a handed-down phone. EE said the sessions are open to people regardless of which mobile network they use.
Launch event
Former England international footballer Rachel Yankey attended the store launch at Lakeside and took part in the opening.
Asif Aziz, Retail Director, EE, described the strategy for the store format and the new appointments. "Our aim is to create inviting spaces where customers can explore, interact with and connect through technology, supported every step of the way by our knowledgeable EE Guides. We're excited to help Essex communities learn more about how technology, powered by the UK's best network, can make everyday life better, while also giving families the confidence to manage their children's connected world through our online safety and AI appointments. We hope these sessions will help young people and their families better navigate the online world safely and confidently," said Asif Aziz, Retail Director, EE.
Yankey linked the event to changes in sport and consumer technology. "From when I first put on my boots as a child to now, technology and women's football have grown exponentially. The ability for female football players to connect with fans across their club, country and the world, through tech, has played a big role in helping drive the Lionesses and women's football forward. I spent my childhood excited at the thought of trips to Lakeside, so I'm very honoured to be opening the EE Experience store today," said Rachel Yankey, former England International.
Nancy Foster, Centre Director, Lakeside Shopping Centre, said the opening reflects continued demand for in-person retail from major brands at the centre.
"We are thrilled to welcome EE's first Experience store for 2026 and to see Lakeside play a key role in the brand's continued investment in physical retail. EE is a leading technology brand, and the new concept store is a strong example of the kind of innovative, immersive retail we continue to attract. As one of the UK's leading retail and leisure destinations, we're focused on bringing brands that offer more than just a transaction - creating engaging experiences that resonate with our diverse catchment," said Foster.
EE said the Lakeside store forms part of its wider plan to open Experience and Experience Local stores across the UK during the investment period.