EE’s flagship store at Westfield London has kicked off a game-changing extended reality (XR) experience, the Evening Standard reported on Wednesday.
Potential buyers can receive hands-on gaming, productivity, and programme experiences, on-site. Over 21 virtual and mixed reality (VR/ MR) demos have been launched at the new digital playground.
Some of the kit on display include the Meta Quest 3, HTC VIVE XR Elite, and Sony PSVR 2. Meta’s budget-friendly version of the Quest 3, the Quest 3s, is expected to join the lineup of gadgets next week.
Augmented reality (AR) smart glasses like the TCL Nxtwear S+ and Xreal Air 2 will also take centre stage at the store alongside Meta’s Ray-Ban Stories, which have also joined the roster of EE’s eclectic spectacles.
In a recent tweet, Mark Allera, CEO of BT’s Consumer businesses EE, BT and Plusnet, told audiences,
“Extended reality is one of the most exciting areas of tech innovation right now, so we’re bringing the future of immersive technology to consumers and inviting them to speak to our expert @EE Guides for advice on how they can get the most out of XR in their everyday lives.
However, the Apple Vision Pro will remain absent from the experience store due to its exclusive availability at Apple stores.
EE Leading the Charge in XR
The news comes after Britain’s largest 5G network rolled out a 5G Superstore experience near Wembley Stadium in March 2022.
Users tested out bespoke 5G-powered AR experiences featuring virtual England and Liverpool FC footballer Trent Alexander-Arnold.
Leveraging EE’s first-rate networks, attendees could view items before purchasing with AR-powered smartphone lenses, with Alexander-Arnold guiding shoppers throughout the entire process.
To date, EE offers several headsets to customers, allowing them to pay off their devices over 36 monthly instalments, similar to phone plans.
EE’s network capabilities were also behind the magic at the Green Planet AR experience in Piccadilly Circus in 2022, which featured a volumetrically-captured Sir David Attenborough for the BBC immersive experience.
Factory 42 designed and developed the infrastructure for the landmark event, drawing in thousands of attendees to the Central London event.
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