Emirates Airlines to launch digital experiences, including NFTs

Emirates Airlines to launch digital experiences, including NFTs

The airline’s Expo 2020 pavilion will be repurposed and used as an innovation centre

Emirates has announced that it will launch both collectible and utility-based NFTs (non-fungible tokens), as well as metaverse experiences, for its customers and employees.

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, and last year, it launched its own VR app on the Oculus store. 

Now, the Emirates Pavilion at the Expo 2020 site will be adapted into a centre for innovation and projects relating to the metaverse, NFTs and Web3, new iteration of the World Wide Web based on blockchain technology.

The first projects are already underway and are set to launch in the coming months

Emirates Airline and Group chairman and chief executive Sheikh Ahmed bin Saeed Al Maktoum 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.

“”It’s 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.


“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.”

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