EE Opens its Experience Store in Birmingham

EE has opened its latest Experience store in Birmingham’s iconic Bullring. Former England International Emile Heskey, who called Birmingham home during a five-year spell with Birmingham City and Aston Villa, will be cutting the ribbon and welcoming visitors to the exciting new space at 12pm on Thursday 28th November.

The store has been designed to help the local community explore the latest in connected technology and forms part of EE's investment of more than £6 million in brick-and-mortar retail this year.

According to research commissioned by EE earlier this year, Birmingham residents are at the forefront of adopting smart technology, with almost half (49%) using smart home devices every day. Furthermore, over two-thirds (69%) rely on their smartphones before making in-store purchases, emphasising the UK’s second largest city’s position as a key hub for tech enthusiasts and savvy shoppers.

EE is investing in Birmingham with a space that reimagines the role of a retail store. Designed to empower visitors to make the most of their connected lives, the store will feature four Experience Zones themed around four key areas – Game, Work, Learn, and Home – along with a Tech Home area showcasing the future of connected living.

Experience Zones include:

Welcome Zone: A visually dynamic shopfront that offers a glimpse of the latest tech, product launches, and in-store offers.
Gaming Zone: A dedicated area for gamers to test the newest consoles and games, with expert guidance from EE Guides.
Basecamp: A community hub where visitors can seek advice, browse tech solutions, or relax with a complimentary cup of coffee.
Tech Live: A hands-on zone for testing the latest devices and receiving personalised recommendations.
The Tech Home area allows customers to visualise their ideal connected home setup with smart TVs, lighting, and security systems, complemented by EE’s fast broadband solutions and expert advice.

Former England International, Emile Heskey, said: “It’s fantastic to open EE’s new Experience store in Birmingham, a city that’s very close to my heart. I used to love shopping in the Bullring during my years at Birmingham City and Aston Villa and it’s great to see the centre continue to reinvent itself. The EE Experience store is brilliant, and I can’t wait to see the excitement as people explore all the store has to offer."

EE is committed to offering the most personal, customer-focused service on the high street, an ambition that couldn’t be achieved without its EE Guides. As with all its Experience stores, the EE Guides in the new Birmingham store have been chosen to reflect the diverse society in which EE serves, with different passions and interests that come together with a love for technology and helping people. Through training and their own individual expertise, the team in the Birmingham Experience store are expertly placed to have personal conversations with shoppers to understand their individual digital needs, so they can advise on the best technology for them and how to get the most out of their connected devices. They also play a key role in helping to digitally upskill the local community.

Asif Aziz, Retail Director at EE, added: “Our research shows Birmingham is a city of tech-lovers, with residents embracing smart home technology and relying on smartphones to shop smarter. Our new store is designed to meet the needs of this vibrant community, providing a space where people can get hands-on with the latest devices and discover new ways to stay connected.

“We’re excited to bring this innovative retail experience to Birmingham, with our brilliant team of EE Guides ready to help customers with all their technology needs and to offer personal, expert advice on how connected technology can enhance their everyday lives.”