Elevating EE’s Oxford Street Stores

The Challenge

As part of a refit programme across two Oxford Street stores, EE wanted to transform underutilised areas into bold brand moments that would enhance the in-store experience.

With high-footfall locations, the creative needed to work hard – bringing warmth, energy and brand personality into the space while seamlessly integrating with the existing store architecture.

At 291a Oxford Street, two prominent columns at the front of the store needed a strong visual treatment ahead of the store reopening.

Meanwhile, 155 Oxford Street featured a large staircase wall spanning two floors and first floor – a blank canvas with the potential to become standout in-store features.

The Approach

We developed creative concepts designed to maximise the architectural features of each space.

At the store entrance, the front columns were transformed using bold imagery and messaging to create immediate visual impact. Striking London landmark photography helped anchor the store in its Oxford Street location, turning the columns into eye-catching welcome points that draw customers into the space while bringing the EE brand to life.

For the staircase and first floor, we introduced strong directional messaging to guide customers upstairs, paired with large-scale lifestyle photography that reflects EE’s human-led brand. The creative helps energise the space while clearly signalling that the first floor is part of the retail experience.

Every concept was designed with both creativity and practicality in mind, ensuring the final execution could be delivered seamlessly within the refit timeline.

The Results

Previously overlooked areas are now standout brand features that elevate the retail space.

The entrance columns create an immediate visual impact for passing customers, while the staircase wall and first floor helps connect and encourage customers to explore the full store experience.

The result is a more vibrant, welcoming space that brings the brand to life in one of the world’s most iconic retail destinations.