Dubai’s Emirates to launch NFTs, experiences in metaverse

Dubai carrier Emirates will launch NFTs and experiences in the metaverse for its customers and employees.

The airline unveiled plans to build signature brand experiences in the metaverse, alongside both collectible and utility-based NFTs.

We will soon launch NFTs and exciting experiences in the metaverse, as we repurpose The Emirates Pavilion from Expo 2020 Dubai into our new centre for innovation. https://t.co/A54ryw0Tos pic.twitter.com/faGTZbYmV3

— Emirates Airline (@emirates) April 14, 2022

The first projects are already underway, with launch anticipated in the coming months, a statement said.

The carrier also said that its Emirates Pavilion at the Expo 2020 site will be repurposed into a centre for innovation, convening talent to realise its projects including those relating to the metaverse, NFTs and Web3.

Sheikh Ahmed bin Saeed Al Maktoum, chairman and chief executive, Emirates airline and Group said: “Dubai and the UAE are blazing the way in the digital economy, having a clear vision supported by practical policies and regulatory frameworks in areas such as virtual assets, artificial intelligence, and data protection.

“Emirates has always embraced advanced technologies to improve our business processes, enhance our customer offering, and enrich our employees’ skills and experiences. We are excited about the opportunities in the digital space of the future and are committing a significant investment in financial and resourcing terms, to develop products and services using advanced technologies that will deliver on revenue, brand experience, and business efficiencies.

“It is fitting that our future-themed Emirates Pavilion at Expo is being repurposed as a hub to develop cutting-edge future experiences aligned with the UAE’s vision for the digital economy.”

The carrier pioneered web virtual reality (VR) technology on its website and app more than five years ago, offering a 3D, 360-degree view of its cabin interior experiences onboard.

Read: Video: Dubai’s Emirates introduces VR seat selection

Customer can explore their seats before checking in online with the 3D seat map, and prospective customers can book their preferred seats from within the 3D environment.

Last year, it launched its own VR app on the Oculus store, offering users interactive cabin interior experiences onboard Emirates’ A380 aircraft and Boeing 777-300ER Gamechanger aircraft.

Read: Dubai’s Emirates launches virtual reality app in Oculus store