Emirates has opened its redesigned retail store experience in the Jumeirah neighbourhood of Dubai.

Located in Jumeirah Town Centre, Emirates World is spread across 3,000 sqft and offers customers the ability to immerse themselves in its signature products via VR/AR technologies.

At Emirates World, travel consultants will be on hand. The consultants have been cross-trained to offer support with regards to airline ticketing, Emirates Holidays and Skywards queries too. Team sizes have doubled at the store to ensure speedier customer service.

Emirates World in Dubai will also include the airline’s first in-store Premium Economy class seat display.

Emirates retail store

Customers who prefer a virtual experience can take selfies against a selection of Emirates product backdrops including the A380 onboard lounge and first class private suites. They can explore the airline’s on-board cabins with a virtual reality offering too.

They can browse through a selection of Emirates Official Store merchandise and travel accessories. An on-site F&B service will be present, attended by Costa Coffee baristas who have created two unique drinks for the Emirates World retail store.

Additionally, the store will host workshops, talks and other interactive sessions for the travel and tourism sector. Destination workshops with Thailand, Seychelles and Israel tourism boards have already been lined up for December.

The Emirates World retail stores concept will be progressively rolled out across the airline’s network over the next three years. The airline expects to invest Dhs100 million over that period as part of retail strategy.

Emirates retail store

The retail store experience models will fall into three categories, including the full-fledged Emirates World concept, the Travel Store model, and Travel Kiosks. Retail store models will be determined by customer requirements in each market, including strategic positioning, venue footfall, and customer trends.

“The opening of this latest concept store is an expression of our retail vision for the future and marks the first of several stores we’ll be opening in the coming years across our network. It’s also part of our larger retail strategy to make the store experience more convenient, engaging and personal. We’ll employ a mix of the latest technology coupled with personalised one-to-one service from our highly knowledgeable travel consultants. Our open, welcoming, and functional space will also allow customers to discover our products like Premium Economy seats,” said Adnan Kazim, Emirates’ chief commercial officer.