Emirates has today officially opened its ‘Emirates World’ retail store experience in the heart of Jumeirah. This marks the first pilot of ‘Emirates World’ that will be progressively rolled out across the airlines’ network, as Emirates expects to invest AED 100 (approx. USD 27.23 ) million over next three years as part of retail strategy.

Located in Jumeirah Town Centre, the airline’s redesigned 3,000 square foot retail store is an open and fluid space for customers to shop for all of their travel needs in a lounge-like environment. It will also offer customers the ability to literally immerse themselves in Emirates’ signature products via VR/ AR technologies. Keeping with airline’s ‘Fly Better’ promise, personalised service will remain at heart of experience and tailored to customer needs

The Emirates World store features a free-flowing open floor plan that allows customers to effortlessly move about and immerse themselves within the interactive experiences on offer. Light and modern furniture is spread throughout the store and generous touches of greenery add to the relaxing environment. Emirates’ experienced travel consultants will be on hand to provide expert advice for customers’ end-to-end travel needs, without the need to take multiple tokens. Team sizes have also been doubled at the Emirates World Store to ensure fast-moving queries and shorter wait times.

Travel consultants have been cross-trained, ensuring a one-stop shop that includes airline ticketing, Emirates Holidays and Skywards consultant support, and customers can take advantage of smart technology like self-service screens that reduce wait times and enable faster service.

The centrepiece of the ‘Emirates World’ product experience is the airline’s instore Premium Economy Class seat display. Customers can relax, recline and experience Premium Economy, so they know what to expect when travelling in this highly sought-after cabin class.

In addition, the Emirates World retail store will be a place where the travel and tourism industry will come together for workshops, talks and other interactive sessions. Multiple Destination workshops are kicking off in December with the Thailand, Seychelles and Israel tourism boards.

The Emirates World retail stores concept will be progressively rolled out across the airline’s network over the next three years. 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 evolving customer trends.