EE is launching an exciting new Experience store in Lakeside Shopping Centre, one of the UK’s biggest retail destinations. The store, which opens at midday on Thursday, 29th January, will see a guest appearance from former Lioness Rachel Yankey, who will cut the ribbon and welcome the first visitors.
Lakeside is the first EE Experience store launch of 2026, following 20 Experience store openings across the UK within the last 12 months. The new store is part of EE’s £3million investment into brick-and-mortar retail from May 2025 to March 2026* as it continues to roll out the experiential format across the UK.
The Lakeside store has been designed to help customers get hands-on with the latest smart tech, while also providing expert support from EE’s in-store Guides for those looking for help with their devices. It comes as EE data reveals 58% of customers** in the East of England admit they don’t feel confident they know how to use all the features on their smart devices.
The new 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 helps customers picture their ideal connected home, showcasing smart TVs, lighting and high-speed broadband, with expert guidance from EE’s specially trained Guides on the best technology and connectivity solutions.
The Lakeside Experience store is one of 11 EE locations across Essex set to roll out ‘Stay Safe with AI’ appointments dedicated to increasing awareness of AI deepfakes, as well as the risks and potential harms, among families, carers and young people. The pilot scheme, developed in partnership with Essex Police, kicks off on Safer Internet Day on 10th February and complements the advice available on EE’s LearnSmart platform. The bookable sessions aim to give young people, parents, guardians and teachers the confidence to use AI safely, as well as the tools to report and remove deepfake content. To book an appointment, visit the EE Store.
Families can also book a 30-minute online safety appointment with an EE Guide to receive personalised support and practical guidance, supported by content developed in partnership with Internet Matters. They will be able to pick up educational materials on safe smartphone use for young people, receive practical advice on managing the use of all the devices in their home, and get help with setting up a young person’s first device, whether it’s new or a hand-me-down phone. The sessions are open to all, regardless of their network, and can be booked by heading to the EE Store.
Asif Aziz, Retail Director at EE, commented: “Our aim is to create inviting spaces where customers can explore, interact with and connect through technology, supported every step of the way by our knowledgeable EE Guides. We’re excited to help Essex communities learn more about how technology, powered by the UK’s best network, can make everyday life better, while also giving families the confidence to manage their children’s connected world through our online safety and AI appointments. We hope these sessions will help young people and their families better navigate the online world safely and confidently.”
Rachel Yankey, former England International, commented: “From when I first put on my boots as a child to now, technology and women’s football have grown exponentially. The ability for female football players to connect with fans across their club, country and the world, through tech, has played a big role in helping drive the Lionesses and women’s football forward. I spent my childhood excited at the thought of trips to Lakeside, so I’m very honoured to be opening the EE Experience store today.”
Nancy Foster, Centre Director at Lakeside Shopping Centre added: “We are thrilled to welcome EE’s first Experience store for 2026 and to see Lakeside play a key role in the brand’s continued investment in physical retail. EE is a leading technology brand, and the new concept store is a strong example of the kind of innovative, immersive retail we continue to attract. As one of the UK’s leading retail and leisure destinations, we’re focused on bringing brands that offer more than just a transaction – creating engaging experiences that resonate with our diverse catchment.”
The new Experience store opens in Essex’s Lakeside Shopping Centre at midday on Thursday 29th January, with an exclusive appearance from former Lioness Rachel Yankey. Throughout the day, shoppers will also have the chance to enjoy a DJ set from EE Guide, Jaylan Gordon.
