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bsi. 9001:2015 Certified
Established in 1979
4.7 Star Google Rating
Free Samples Available
Premium UK Supplier
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.
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.”
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.”
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 5005 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.
While this project focuses on EE’s retail rollout, the Aluminium Corrugated Sheets | Anodised, Mill & Perforated is equally suited to:
The combination of stylish tub‑visible panelling, secret fixings and robust anodised finish makes for a versatile solution across multiple sectors.
To explore anodised aluminium panels, request samples or build a project spec, browse the Gooding Aluminium website.
