EE has unveiled its extended reality (XR) retail experience in its flagship store, the EE Studio in Westfield, White City, London, with shoppers invited to see life through a new lens with the latest AR, VR and MR tech.
Launched on Wednesday, EE have opened an extended reality (XR) retail playground, giving visitors to its flagship store, the EE Studio, in Westfield, White City, London, the opportunity to try a wide range of augmented reality (AR), virtual reality (VR) and mixed reality (MR) devices side by side.
The XR Experience will showcase some of the latest and greatest in PC, console and standalone VR headsets in an immersive new space. This includes the HTC Vive XR Elite, PlayStation VR2 and Meta Quest 3. Visitors will also have an opportunity to view life through a new lens with the selection of smart eyewear designed to extend screens, such as the TCL NXTWEAR S+ and XREAL Air 2 Pro glasses, or discover how they can livestream, capture video or listen to music on-the-go with the Ray-Ban Meta smart glasses.
The technologies have been chosen to showcase the exciting capabilities of XR, from gaming and fitness to wellness and even the metaverse. More than 21 virtual and mixed reality experiences await those stepping into EE’s new space, such as Just Dance on PlayStation VR2, Superhot VR on HTC Vive XR Elite and Out of Scale: A Kurzgesagt Adventure on Meta Quest 3.
Whether it is novices exploring the world of XR for the first time or lifelong tech enthusiasts, shoppers will have the opportunity to get hands-on with the various devices on offer before deciding to make a purchase, with the space thought to be the UK’s first XR retail playground.
The launch forms part of EE’s ambition to deliver standout experiences to shoppers, offering the most personal, customer-focused service on the high street and empowering them with the best technology solutions for their connected lives. It follows a spate of AR and VR launches already this year, with the Meta Quest 3S set to generate yet more buzz when it launches later this month, with pre-orders already live on the EE website.
