EE and Netflix launch immersive sensory experience in London

Asif Aziz, Retail Director at EE, noted that the installation reflects shifting consumer habits, where viewers demand greater flexibility in how they access entertainment. The booth aims to bridge the gap between digital streaming and physical retail, encouraging visitors to explore tailored TV subscriptions with the help of store guides.

Netflix’s Director of Marketing Partnerships for Northern Europe, Joshua Walker, framed the collaboration as a strategy to simplify content discovery for households. By placing these worlds within a high-traffic retail environment, the companies hope to capitalize on the summer season to drive engagement with their combined service offerings.