EE has opened its first East Midlands experience store in Nottingham’s Victoria Centre. Opened on Thursday, the store aims to offer the local community a new opportunity to try out the latest in connected technology.

The new shop features experience zones themed around four key areas: game, work, learn, and home, as well as a dedicated tech home area showcasing the future of connected living.

It includes a welcome showcase offering a glimpse of product launches and in-store offers, a dedicated gamer area to test out the newest consoles and games, and a community hub where visitors can seek advice and browse tech solutions or relax with a complimentary cup of coffee.

The tech home area allows customers to preview their ideal connected home setup with smart TVs, lighting, security systems and EE’s fast broadband and receive personalised advice from EE’s guides.

Nottingham is the first experience store launch of 2025 and is part of EE’s commitment to invest over £3 million in the next 12 months to bring experiential retail to British High Streets, the mobile network operator said.

Data from EE found Nottingham residents are some of the UK’s biggest tech fans, with the highest proportion of people owning a smartphone (84 per cent) and smartwatch (33 per cent) of any urban population in the country.  

Asif Aziz, retail director at EE, commented: “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”.

 

---