British mobile network operator and internet service provider EE has launched a new extended reality (XR) retail playground at its flagship store in Westfield, White City, London.

The new tech park will enable visitors to try out a number of augmented reality (AR), virtual reality (VR) and mixed reality (MR) devices in the same space.

The launch comes as the mobile network operator said it registered an increase in consumer demand for VR headsets, with data from the firm claiming one in three customers will be using a VR headset by 2033.

At the flagship store in White City, shoppers will be able to access the XR Experience to try out a range of devices including HTC Vive XR Elite, PlayStation VR2 and Meta Quest 3. Users will also be able to try out a selection of smart eyewear including Ray-Ban Meta smart glasses, TCL NXTWEAR S+, and the XREAL Air 2 Pro glasses.

EE added that the new technology playground aims to showcase capabilities that encompass a wide range of areas including gaming, wellness and fitness, and the metaverse.

Virtual and mixed reality experiences users can try for free include Just Dance on PlayStation VR2, Superhot VR on HTC Vive XR Elite, and Out of Scale: A Kurzgesagt Adventure on Meta Quest 3. 

Users will also be able to receive tailored recommendations from EE’s in-store guides on how to use these devices.   

Asif Aziz, retail director at EE, said extended reality represents one of the most exciting areas of tech innovation. “That’s why we’re giving shoppers this unparalleled opportunity to try the latest and greatest devices side-by-side, bringing the future of immersive technology to consumers’ fingertips. We invite shoppers to try out this exciting tech for themselves and speak to our expert EE Guides for advice on how they can get the most out of XR in their everyday lives.” 

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