A view of the first pilot ‘Emirates World’ store in Dubai. The airline expects to invest AED 100 million over next three years as part of its retail strategy. — Photo courtesy of Emirates

Emirates has opened its ‘Emirates World’ retail store experience in the heart of Jumeirah, one of Dubai’s most vibrant communities.

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.

"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," said Adnan Kazim, Emirates’ Chief Commercial Officer.

The centrepiece of the ‘Emirates World’ product experience is the airline’s in-store 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.

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

Emirates has safely restarted operations to more than 130 destinations, across six continents and currently operates daily flights from both Hà Nội and HCM City to Dubai, with a frequency of seven flights per week from each city. — VNS