EE Digital Spa | EE Flagship Store London | 8th Wall

About This Project
Developed in collaboration with Aircards, and available in EE's flagship store at Westfield London, the Digital Spa offers a calming, sensory-driven retail experience, blending immersive digital elements with state-of-the-art AR technology. Visitors are invited to participate in guided meditations and wellness activities through this innovative installation. The experience was designed to showcase the power of technology to promote digital wellbeing in a soothing environment.

With features like animated 3D avatars, sound effects, subtitles and 3D interactions, the Digital Spa was a key part of EE's initiative to transform its retail experience while exploring how technology can improve their wellbeing.

Impact
A pioneering project in digital wellbeing, providing customers with a sensory escape and interactive digital content.

Engaged thousands of customers weekly with its AR features and immersive experiences.

Widely praised by both visitors and industry professionals for its cutting-edge design and execution.

“This concept looks at all the different ways technology can enhance your life,” says Richard Bennett, Creative Director at Dalziel and Pow.

Technical Details
WebAR experience built with 8th Wall, Three.js, A-Frame, and JavaScript, optimized for mobile-first interactions across a variety of devices.

Responsibilities

• AR Integration: Collaborated with Aircards to bring the AR experience to life, ensuring high-quality, performant mobile interactions.

• 3D Interactions: Developed the 3D interactions and user interface, integrating animated avatars, sound effects, and captions in sync with the animations.

• QA and Stakeholder Communication: Conducted on-site QA prior to launch and worked closely with the client (EE) to ensure the AR experience met spatial UX standards.

• Performance Optimization: Ensured smooth functionality across different devices by optimizing 3D assets and code for a seamless experience.

Press & Media Coverage

• London Evening Standard - EE’s new store experience at Westfield White City

• FRAME - EE Studio featured in FRAME Views: Connected Retail

• Yahoo News - UK’s first digital spa brings relaxation to tech retail

• EE Newsroom - EE unveils innovative new studio store in Westfield London

• Your Studio - The EE Studio

• 365 Retail - EE launches soothing soundscapes at its UK-first Digital Spa in Westfield London

• Retail Brew - A telecommunications brand’s store is out to make an impression along with a sale

• EE Newsroom - EE creates shoppers’ sanctuary for Black Friday deal seekers

• Retail Tech Innovation Hub - EE tackles Black Friday burnout with Digital Spa