EE is taking the stress out of shopping this Stress Awareness Month, by teaming up with Calm, the mental health brand with the #1 app for meditation, sleep and relaxation, to launch three new soothing soundscapes in EE’s UK-first Digital Spa.

It comes as research from EE reveals that two-thirds of Brits (68%) prefer a relaxing and calm environment when shopping, with nearly two in ten (19%) admitting they find the in-store experience to be stressful. When asked about their biggest source of worry while out shopping, Brits admit they dislike overcrowding (22%), while nearly six in ten (60%) suggest that helpful and knowledgeable staff are important for the overall shopping experience.


The three new soundscapes, Ocean, Rain, and Thunderstorm, feature in the immersive sensory room in EE’s UK first Digital Spa at the EE Studio in Westfield London, White City. They have been carefully curated with Calm to help Brits take an intentional pause and unwind while out shopping, furthering EE’s commitment to supporting digital wellbeing.

EE’s Digital Spa is the first of its kind in the UK, featuring an immersive sensory room where customers can unwind and recharge. Beyond the new soundscapes, shoppers can take a few minutes to pause and immerse themselves in a guided meditation to find their calm.

The EE Studio opened in Westfield London, White City last June and has seen 126,000 customers visit since opening, a 250% footfall increase compared to the previous EE store in Westfield London, White City. Designed to empower customers with the best connectivity and technology solutions for their whole connected life, the 4,230-square-foot showcase also serves as a hub for the local community to work, learn and play.

Dean King, Director of Stores at EE comments: “We want to help shoppers get the most out of their shopping experience by giving them a space to relax and recharge. In collaboration with Calm, we have developed three new soundscapes in our one-of-a-kind Digital Spa to help Brits find their retail respite in time for Stress Awareness Month. We hope that shoppers will pop by to recharge their batteries and get expert advice from our EE Guides on how to support their digital wellbeing”.

EE’s Digital Spa is available to shoppers in the EE Studio all year round. Book a free session in the EE Studio Digital Spa HERE.