GA’s anodised aluminium corrugated panels at EE’s new experience stores
Specified by brand innovation studio Dalziel & Pow
As part of a major £6 million investment in the British high street, EE is rolling out more than ten Experience stores across the UK between April 2024 and March 2025. These next‑generation retail spaces aim to reimagine the relationship between technology, people and place.
To bring this bold retail concept to life, Dalziel & Pow, the brand innovation studio behind the store design, specified Gooding Aluminium’s anodised aluminium corrugated panels. The product was chosen for its contemporary appearance, strength and flexibility, offering a visually distinctive yet durable surface finish for high‑traffic environments.
Premium anodised aluminium panels for EE
Our GA Simplicity corrugated aluminium panels have so far been installed by Diverse Solutions in the flagship stores at Manchester, Bristol and most recently at Westfield Stratford, London. These Experience stores are designed to support customers across every aspect of their connected lives: gaming, learning, home and hybrid working.
The Stratford Experience store is EE’s second major opening in London, following the launch of their Westfield London branch in June last year. Positioned in one of the capital’s busiest retail hubs, this store reflects a confident vision of technology’s role in everyday life.
Retail Director at EE Asif Aziz OBE said: “Westfield Stratford City is one of the busiest shopping centres in London and a vibrant area where technology plays a crucial role in everyday life.
“Our new store breaks the mould of what it means to do retail in the telco space.”
Design that supports experience led retail
The anodised aluminium corrugated panels specified by Dalziel & Pow feature GA’s AA22 pattern in a natural anodised finish. Used as wall panelling behind product display shelving, the panels create a visually appealing, non‑reflective backdrop to EE’s cutting‑edge smart home product range.
EE’s Retail Director, Asif Aziz OBE, described the approach as a reinvention:
“Our new store breaks the mould of what it means to do retail in the telco space.”
Research by EE revealed that over 50 per cent of smart tech users believe they would benefit from more personalised advice, yet 40 per cent are reluctant to invest in new gadgets without that support. To bridge this gap the new stores feature specialist EE Guides offering tailored help.
With immersive experience zones for learning, gaming, working and living, these stores act as interactive showrooms. Within this environment GA’s anodised corrugated panels offer a sleek, durable and tactile surface that enhances the overall visitor experience.
GA spokesperson Tessa Gooding commented:
“Gooding Aluminium are excited to be a part of EE’s new innovative approach to retail. It’s fantastic to see our corrugated panelling in such a beautifully designed experiential space, providing a robust backdrop to the latest smart home tech.”
Why anodised aluminium?
Anodising is a controlled electrochemical process that enhances the natural oxide layer on aluminium, producing a hard‑wearing, corrosion‑resistant finish. The result is an elegant, light‑fast surface that remains stable over time in commercial and public spaces.
GA’s panels are produced using architectural‑grade 6063 aluminium, known for its formability, corrosion resistance and suitability for anodising. The natural matt metallic finish complements modern design schemes and maintains its sheen in high‑footfall, artificially lit areas.
All anodising at GA complies with BS EN ISO 7599 standards for anodic oxidation of aluminium. That gives specifiers confidence in the quality, longevity and light‑fastness of the finish.
About the GA Simplicity Corrugated Panel System
GA’s Simplicity corrugated aluminium profiles are part of a modular panelling system featuring secret fixings, designed for efficient vertical or horizontal installations.
Each panel provides a 175 mm cover width, assembled by slotting adjacent panels together. A twin‑set trim provides neat end stops and corner finishing. Panels are stocked in 2.5 m or 3.0 m lengths and can be supplied pre‑drilled for easy fixing.
Key product features include:
- Durable natural anodised finish
- Concealed fixing system for visually clean surfaces
- Modular design for flexibility and rapid installation
- Produced from 6063 architectural aluminium
- Compliant with EAD 090062 00 0404 for mechanically fixed cladding kits
The system has also been independently tested for wind‑load and thermal performance, which adds greater assurance for specifiers working on public‑facing projects.
Please note that due to the reactive nature of anodising, shade and tonal variations may occur, especially where surfaces are curved or materials come from different production batches.
Project summary
- Client: EE
- Specifier: Dalziel & Pow
- Installer: Diverse Solutions
- Locations: Manchester, Bristol, London Stratford
- Product: GA Simplicity Corrugated Aluminium Sheet
- Pattern: GA AA 22
- Finish: Natural anodised
- Usage: Wall panelling behind product displays
- Suitability: High‑footfall, design‑conscious retail environments requiring non-reflective backdrop.
Applications beyond EE
While this project focuses on EE’s retail rollout, the GA Simplicity system is equally suited to:
- Retail interiors
- Corporate reception areas
- Hospitality and leisure spaces
- Educational and public sector buildings.
The combination of stylish tub‑visible panelling, secret fixings and robust anodised finish makes for a versatile solution across multiple sectors.
Explore the range
GA’s anodised corrugated panels are available with complementary trims, corner solutions and fixing components to support bespoke installations. Whether you’re designing for commercial interiors, creative environments or institutional settings, GA provides a high‑performance, design‑led cladding solution.
To explore anodised aluminium panels, request samples or build a project spec, browse the Gooding Aluminium website.