EE has opened a new extended reality experience in its flagship store at Westfield White City amid an increase in consumer demand for immersive devices like VR headsets.
The extended reality (XR) experience in its allows customers to try a wide range of augmented reality (AR), virtual reality (VR) and mixed reality (MR) devices side by side.
This follows a steady growth in the XR sector, with one in three users expected to be using the tech by 2033, according to the retailer.
The technologies have been chosen to showcase the capabilities of XR from gaming and fitness to wellness and the metaverse, and are part of EE’s ambition to deliver standout experiences to shoppers.
EE retail director Asif Aziz said: “Extended reality is one of the most exciting areas of tech innovation right now, and it really must be seen to be believed. That’s why we’re giving shoppers this unparalleled opportunity to try the latest and greatest devices side-by-side, bringing the future of immersive technology to consumers’ fingertips.
“We pride ourselves on being the most personal brand on the high street and whether it’s for gaming, entertainment or learning, we believe everyone can get something out of XR. We invite shoppers to try out this exciting tech for themselves and speak to our expert EE Guides for advice on how they can get the most out of XR in their everyday lives.”
EE’s flagship store, the EE Studio, is designed to empower customers with the best connectivity and technology solutions for their whole life, showcasing a host of ‘experience zones’ and ‘room sets’ with each area curated to demonstrate how cutting-edge technology and connectivity are enhancing everyday life.
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