EE has opened the first of its cutting-edge Experience stores in Scotland, with a launch in Glasgow. The new store, which opened at 12 pm 2 October in the city’s Braehead Shopping Centre, welcomed a guest appearance from former Scotland rugby captain John Barclay, who cut the ribbon and welcome its first visitors.
Glasgow is the fourth Experience store launch of 2025, following openings in Merry Hill in the West Midlands, as well as Sheffield and Nottingham earlier this year. All four are part of EE’s £3million investment into brick-and-mortar retail this year* as it continues to roll out the experiential format across the UK.
The Glasgow store has been designed to help customers test out the best smart tech, while also providing expert support from EE’s in-store Guides for those looking for help with their devices. It 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 and fast broadband, complemented by expert advice from EE’s Guides who have been specially trained on the best tech and connectivity solutions.
Glasgow is also one of over 400 locations across the UK where families can book a 30-minute session with an EE Guide to receive personalised support and practical guidance on online safety. Developed in partnership with Internet Matters, this new service can also help with setting up a child’s first device, whether it’s new or a hand-me-down. The sessions are open to all, regardless of their network, and can be booked by heading to https://ee.co.uk/store-finder.
Asif Aziz, Retail Director at EE, commented: “Our goal is to create welcoming spaces where shoppers can explore, play and connect with technology, all while receiving expert guidance from our excellent EE Guides. As we bring our Experience store format to Scotland, we look forward to helping local communities discover how technology, when paired with the best network, can enhance their every day, while also helping families feel empowered to manage their children’s connected lives.
“I would encourage anyone to drop by and speak to our wonderful team in Glasgow about how to make the most of their connected tech – whether it’s upgrading to the latest handset or finding out the best parental controls available.”
John Barclay, ex-Scotland rugby captain, commented:“As someone close to the city through my rugby days, it’s great to see that Glasgow has been chosen for EE’s first Experience store in Scotland. Alongside its vibrant sports and cultural scene, the city is a hub for tech investment, and this impressive new store and expert team of Guides reflects that.”
Ashley Bisland, Centre Director at Braehead Shopping Centre said:“We’re delighted to be the chosen location for EE’s Experience Store and home to the first of its kind in Scotland. Our strong retail mix at Braehead Shopping Centre already appeals to a wide range of shoppers and EE’s investment in the Experience Zone will be a welcome offering for our community of technology enthusiasts.”
The new Experience store opens in Glasgow’s Braehead Shopping Centre at 12 pm on Thursday, 2nd October, with an exclusive appearance from former Scotland rugby captain, John Barclay. Throughout the day, shoppers will also have the chance to enjoy a DJ set from one of EE’s local call centre team members.
For more information, visit www.ee.co.uk.
