Emirates today officially 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.

Emirates World was officially inaugurated with a special ribbon cutting by H.H. Sheikh Ahmed bin Saeed Al Maktoum, Chairman of Dubai Civil Aviation Authority, Chairman of Dubai Airports and Chairman and Chief Executive of Emirates Airline and Group