EE launches new interactive Experience store at Glasgow’s Braehead Shopping Centre with focus on smart tech and community support

EE launches new interactive Experience store at Glasgow’s Braehead Shopping Centre with focus on smart tech and community support

(IN BRIEF) EE has opened its first Experience store in Scotland at Glasgow’s Braehead Shopping Centre, the fourth of its kind launched in 2025 as part of a £3 million investment in retail. The store combines interactive zones such as Gaming, Tech Live, and Tech Home with personalised support from EE Guides. Families can also benefit from online safety sessions developed in partnership with Internet Matters. The launch event featured a ribbon-cutting by former Scotland rugby captain John Barclay and highlighted Glasgow’s position as a growing hub for technology and culture. EE emphasises that its Experience stores are designed not just as retail outlets, but as community spaces where visitors can explore, learn, and connect.

(PRESS RELEASE) LONDON, 2-Oct-2025 — /EuropaWire/ — EE has officially unveiled its first Experience store in Scotland with a grand opening at Glasgow’s Braehead Shopping Centre, marking another milestone in its £3 million retail investment for 2025. The store, which welcomed visitors at noon with a ribbon-cutting led by former Scotland rugby captain John Barclay, is designed to offer customers an immersive space to discover, test, and enjoy the latest in smart technology.

The Glasgow launch follows earlier 2025 openings in Merry Hill in the West Midlands, Sheffield, and Nottingham. Each site brings EE’s experiential retail concept to life, creating interactive environments where customers can explore digital lifestyles and receive expert guidance from in-store EE Guides.

At the heart of the new Glasgow store are its tailored Experience Zones. These include a Welcome Zone showcasing the latest tech and promotions, a Gaming Zone where visitors can try out the newest consoles and games, a Basecamp hub offering community space and complimentary coffee, and Tech Live – a hands-on area for personalised product recommendations. Complementing these is the Tech Home zone, which simulates a connected living environment featuring smart TVs, lighting, and broadband solutions, complete with tailored advice from EE’s Guides.

In addition to showcasing innovation, EE is expanding its community support initiatives. Families in Glasgow can now book 30-minute sessions with EE Guides focused on online safety, child device setup, and parental control tools. Developed in partnership with Internet Matters, the programme is available across 400 UK locations and open to everyone, regardless of network provider.

Asif Aziz, Retail Director at EE, said: “We want our stores to be welcoming destinations where people can explore and engage with technology while receiving expert guidance. With the launch of our first Experience store in Scotland, we’re not only helping customers get the most from their connected devices but also supporting families with the tools they need to navigate digital life safely.”

John Barclay, who led the opening, highlighted the significance of Glasgow’s selection: “This city is a hub of culture, sport, and innovation, and EE’s decision to bring its first Scottish Experience store here reflects that spirit. It’s a fantastic addition for both the community and the city’s growing tech profile.”

Ashley Bisland, Centre Director at Braehead Shopping Centre, added: “We are thrilled to welcome EE’s Experience Store to Braehead, reinforcing our reputation as a destination for cutting-edge retail. The store’s focus on technology and community engagement will resonate strongly with our visitors.”

The Glasgow Experience store officially opened on Thursday, 2nd October, with special guest appearances and live entertainment from local talent, cementing its role as both a retail hub and a community space.

Notes to editors:

*EE is investing over £3 million to open Experience and Experience Local stores across the UK from May 2025 – March 2026.

** The new Glasgow Experience store can be found at Unit 63/64, Braehead Shopping Centre, Glasgow, G51 4BF

About EE 

EE is one of UK’s largest subscription businesses, backed by the UK’s biggest and fastest mobile network, offering superfast connections in more places than any other operator.

Built on the foundation of decades of mobile and broadband leadership, EE is on a mission to be the most personal and customer-focused brand in the UK by playing a more meaningful role in customers’ lives, with a suite of exciting products and services open to all UK consumers, available via a new ‘EE ID’ digital platform.

EE’s mobile network continues to receive extensive recognition including UK’s best overall network by RootMetrics® every year since 2014, as well as being named Network of the Year at the 2022 Mobile Industry Awards.

EE is committed to offering first class service in the industry and has over 400 stores across the UK. EE remains the only mobile provider to answer 100% of customer calls in the UK and Ireland and was recognised as the UK’s Best Large Contact Centre by the UK Customer Experience Awards 2018 and Welsh Contact Centre Awards 2019.

EE was awarded The Sunday Times’ Best 100 Companies to Work for in 2018 and 2019, as well as being named Best Employer 2018 by the European Contact Centre & Customer Service awards. EE won Best Repair Service and Best Network Provider at the Mobile Industry Awards in September 2023 and was recognised as the provider that does more than any other to deliver a great service.  EE is part of BT Group’s Consumer business unit which provides products and services to all of BT’s consumer customers in the UK.

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SOURCE: EE LIMITED