Featured in the fifth chapter of our video series FRAME Views: Connected Retail, British telecom company EE’s store in London’s Westfield shopping centre uses immersive digital elements to create a calming, sensory-driven retail experience.

EE sells a range of technology from gaming systems and entertainment to tools for optimizing work-from-home setups. Dalziel & Pow and YourStudio sought to articulate the range of the company's products, by employing elements like augmented reality, screen content, digital tools and multi-sensory installations, in context-specific scenarios. Visitors are invited to make use of the home-like environment, testing, for example, an immersive gaming room. The heavy sensorial environments are complemented by a 'Digital Spa', which helps visitors to unwind by participating in guided meditations in a sensory room. The space is intended to provide a moment of respite while using digital activations. ‘This concept looks at all the different ways technology can enhance your life,’ says Richard Bennett, creative director at Dalziel and Pow. ‘Whether it’s about how to make your home more connected, how to exercise well with technology, game well with your friends or disconnect with the digital spa, the space articulates how technology can support that.’

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