EE unveils first East Midlands Experience store with help from England legend Viv Anderson MBE
Added by Love Business East Midlands | 21 May 2025
EE is opening the doors of its first East Midlands Experience store in Nottingham’s Victoria Centre** on Thursday, 22nd May, bringing the latest in connected technology to the local community.
Local legend Viv Anderson MBE will cut the ribbon and welcome the first visitors to the exciting new experiential retail space.
The new Experience store is EE’s first of 2025 and forms part of a £3 million investment this year* into brick-and-mortar concept stores, continuing the brand’s mission to bring experiential retail to the British high street.
Research from EE*** reveals that Nottingham residents are among the UK’s biggest tech enthusiasts, with the highest proportion of people owning a smartphone (84%) and smartwatch (33%) of any urban population in the country. They also spend the most time using smart home tech on an average day. However, not all residents feel confident using the latest tech, with two-fifths (42%) saying that they could use more help understanding how to get the most out of their smart devices.
EE’s new store has been designed with the city’s diverse population in mind, ensuring tech fans and those who would like additional help with their devices have access to the best smart tech, as well as support from EE’s in-store Guides.
The experience store will also allow visitors to get hands-on with the latest connected tech and find out how it can enhance their everyday lives. The store features 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, security systems and EE’s fast broadband, complemented by expert advice from EE’s Guides who have been specially trained on the best tech and broadband solutions.
England Legend, Viv Anderson MBE, said:
“As a techie and someone born and raised in Nottingham, I’m thrilled that EE has opened a new space in the heart of the city. Innovative spaces like this give people the opportunity to get hands-on with the technology that’s shaping our future.
“Nottingham has always been full of talent and creativity, and with the support of EE’s in-store Guides, anyone can seek tailored advice to make the most out of their tech and devices. I can’t wait to see how it sparks ambition in the next generation.”
EE is committed to being the most personal and customer-focused brand on the British high street. The Guides in Nottingham have been carefully chosen to reflect the vibrant and diverse community the store serves. Team members bring their own unique passions and interests to the store and are united by a love of technology and a desire to help people. With specialist training, the Nottingham EE Guides are equipped with the knowledge to provide tailored tech advice and recommendations to suit every lifestyle.
Asif Aziz, Retail Director at EE, commented:
“We are committed to continue reinvigorating the British high street through another multi-million-pound investment to transform our stores into exciting experiential spaces for shoppers, of which Nottingham is our first of the year.
“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”.
Nigel Wheatley, Centre Director at Victoria Centre added:
“We’re thrilled to welcome East Midland’s first EE Experience store at Victoria Centre this Spring. With a community of tech enthusiasts, we’re confident that the investment into upgrading the store will elevate the in-store experience and be a great addition to our retail offering.”
The store opens in Nottingham’s Victoria Centre at 12pm on Thursday 22nd May, with an exclusive appearance from Viv Anderson MBE and a live set from DJ and EE Guide, Nick Pavlov. Throughout opening day, shoppers will also have the opportunity to win one of five pairs of tickets to the England vs Senegal match at The City Ground on Tuesday 10th June. Every customer who makes a purchase in the Nottingham Experience store between 12pm and 4pm on Thursday 22nd May will be placed into a draw with five lucky winners chosen at random.
For more information, visit www.ee.co.uk
* EE is investing over £3 million to open Experience and Experience Local stores across the UK from May 2025 – March 2026.
**The new Nottingham Experience Store can be found at Victoria Centre, Unit 26, Nottingham, NG1 3QN
*** Research commissioned by EE and conducted by Opinium among a 2,000 UK consumer sample (18+), nationally representative on age, gender and region, as well as boosted regional figures, in April 2024. Opinium abides by and employs members of the Market Research Society and follows the MRS code of conduct which is based on the ESOMAR principles and are members of The British Polling Council.
