• EE is launching its first Experience store of 2024 in one of the top shopping destinations in the North East, the Metrocentre in Gateshead
  • It comes as EE reveals plans to level up the consumer shopping experience throughout the UK, opening more than ten Experience and Experience Local stores over the next year
  • EE will invest £6M in the next 12 months* to continue transforming its stores, as part of its commitment to offer the most personal, customer-focused service on the high street  
  • The new Gateshead Experience store will open in the Metrocentre at 12pm on Friday 9th February, with an exclusive appearance from former Newcastle United player, Shay Given

EE is today unveiling its latest Experience store alongside former Newcastle United legend Shay Given in the Metrocentre, Gateshead, one of Europe’s largest indoor mall-style shopping centres. The new store is the fourth of EE’s Experience stores and the first of more than ten brand-new EE Experience and Experience Local stores set to open in the UK over the next year. The announcement comes as EE commits to investing £6 million in the British high street in the next 12 months, a sign of EE’s belief in, and ongoing commitment to, brick-and-mortar retail.  

EE continues to reinvent retail in the telco industry, putting customer experience, community focus and innovation at the heart of its strategy to be the most personal, customer focused brand in the UK. This approach has seen the launch of new store formats including its flagship Studio store in London, Experience stores in Manchester, Cardiff and Kent, and most recently its Experience Local stores in Derby and Guildford.   

The new retail strategy was announced in June 2023 with the launch of the EE Studio store in Westfield London, White City. Featuring an immersive Digital Spa to support customers’ wellbeing and a Gaming Zone, the innovative new store has seen an increase in footfall by 250% compared to the previous EE store in Westfield London, White City. 

EE’s refreshed retail approach continues to be well-received by customers across the country. The Experience stores in Kent, Cardiff and Manchester have all seen footfall increase by 35% compared to the previous stores in these locations. 

Now, EE is bringing its latest store format to the Metrocentre in Gateshead, one of the top five UK regional supermalls. The Metrocentre experienced an incredibly successful 2023, and increased dwell time by 15%, with EE’s new Experience store expected to bring in even more customers.  

The EE Experience store occupies a new, bigger site and has been designed with dedicated experience zones and a connected home zone with living room set to give shoppers in the greater Newcastle area a more immersive space to get hands on with the latest connected technology. Those visiting the store will discover the future of connected living across four key areas: work, home, learn and game.  

The experience zones include:   


Welcome Zone: A welcoming and dynamic shopfront, featuring a digital window canvas, letting customers see the latest product launches and in-store offers before they even step inside. 

Gaming Zone: Featuring the most up-to-date games and consoles, customers can level up their gaming experience in-store. EE Guides will offer expert advice on bundles and plans, allowing shoppers to unlock their inner gamer. 

Base Camp: An inviting area for customers to sit down and stay a while, complete with comfortable sofas, as well as work benches and collaborative worktops, allowing customers to catch up on emails, or chat to EE Guides about products, services and repairs.  

Tech Live: Consumers can shop with confidence, testing out tech before making a purchase. The newest tech is on display and is refreshed regularly, with visitors able to browse and purchase online.  


The Experience store also brings to life the future of the connected home, with shoppers able to see the potential first-hand through a curated connected home zone including tech and online security tools that enhance the working-from-home experience, and a living room complete with super-fast broadband, a smart TV and connected speakers.  

Shay Given, Newcastle United legend, said: “EE has scored with its new shop in the Metrocentre, bringing tech, experiences and expert advice to shoppers – a winning hat-trick. It’s great to be part of the team alongside the EE Guides today as the 12th man, opening the store for the brilliant people of Newcastle, and beyond, to visit”. 

EE is committed to offering the most personal, customer-focused service on the high street. The team in the Metrocentre store are encouraged to show their personal interests and passion for tech in their day-to-day roles, advising customers on how to elevate their everyday with connected technology and helping to digitally upskill the local community.  

Asif Aziz OBE, Retail Director at EE, said: “We are excited to launch our latest Experience store in the brilliant tech hub of Newcastle, giving our customers and the local community a chance to experience the newest innovations across smart home and gaming. We are committed to elevating the retail experience for shoppers across the UK through a multi-million-pound investment that will transform our stores over the next year. Our ambition is to be the most personal, customer-focused brand in the UK, and our new Gateshead Experience store plays a key part in bringing this to life”. 

Ben Cox, Senior Asset Manager at Sovereign Centros, said: “EE’s new Experience store is a fantastic addition to the Metrocentre’s Platinum Mall, embedding itself next to key retailers within the scheme. It emphasises the importance of physical and experiential retail in elevating the shopping experience for visitors and following EE’s previous success at Metrocentre in Red Mall, we’re pleased to see further commitment by the brand in a new and enhanced space as the centre continues to evolve, following a strong 2023”. 

The Gateshead EE Experience store opens in the Metrocentre at 12pm on Friday 9th February, with an exclusive appearance from former Newcastle United legend, Shay Given. Throughout the day, exclusive-in store deals, offers and entertainment will be available for shoppers.   

 For more information, please visit  


Notes to editors  


*EE plans to open more than ten Experience and Experience Local stores across the UK from April 2024 – March 2025.  


The EE Experience store is located in Metrocentre’s Platinum Mall on the lower level. The 3,700 sq ft space is adjacent to retailers such as JD Sports, Kurt Geiger and Rituals. 


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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About Metrocentre  

One of the most extensive multi-use destinations in Europe, Metrocentre welcomes 14.1 million visitors a year, drawn to its 270 retail brands; 60+ restaurants, cafes and bars; and array of leisure facilities.  

Situated on the bank of the River Tyne, Metrocentre is a powerhouse of the Northeast, contributing around £900 million each year to the local and national economy and providing employment for nearly 11,000 people. A hub of the Gateshead community and of the wider region, the centre generates over £10 billion of retail spend online and in-store every year.  

Supported by its financial stakeholders, a capital programme of £70 million is being spent on the centre by the end of 2025. This includes investing in ambitious plans to ensure a more sustainable future, with a £3.1 million investment in a solar panel scheme, representing the largest installation in a UK shopping centre. Major funding into EV charging points has also been made, with a plan to install up to 174 in total by the end of Q3 2024. 

The centre plays an active role in the local area and is a dedicated supporter of community funds, events, and charities. Last year Metrocentre worked with 11 charities to raise almost £40,000 from various collections, raffles and fundraising initiatives, including the Poppy Appeal, Gateshead Foodbank and Marie Curie. 

One of only eight super-regional out-of-town shopping centres in the UK, Metrocentre is an irreplaceable asset and a significant contributor to the UK economy. 


About Sovereign Centros  

Sovereign Centros is an award-winning real estate asset and development management business working with a variety of global capital partners. Sovereign Centros specialises in retail with almost 14 million sq ft of major shopping centres and retail parks under its management. Sovereign Centros also has a pipeline of approximately five million sq ft of development and refurbishment projects underway.  

More details can be found at