Expo 2020 Dubai recently ended, marking the conclusion of a six-month showcase that saw more than 24 million visitors. UAE flag carrier Emirates is known for its significant presence in Dubai, and it had its own pavilion at the Expo. Now that the event has finished, it will be using the space as an innovation center.

Developing its own metaverse and NFTs

Emirates is gearing up to launch its own range of non-fungible tokens (NFTs), a form of digital artwork stored on a blockchain that holders can sell and trade. This is an area that several airlines have recently been exploring, such as Air Europa and Qantas. Meanwhile, airBaltic is now preparing to release its second line of NFTs.

The nucleus for the development of Emirates' new line of NFTs will be its former Expo 2020 Dubai pavilion, which it now plans to turn into an innovation center. In addition to developing "collectible and utility-based NFTs" there, the airline will also use the facility as the center of its very own metaverse. Ahmed bin Saeed Al Maktoum, Emirates' Chairman and Chief Executive, stated that:

"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."

Emirates VR
Emirates has already worked extensively with VR technology, which was a popular feature during the Expo. Photo: Emirates

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A large financial commitment

While Emirates did not disclose its exact investment in developing its Expo pavilion into an innovation center, a statement on the matter puts it in the region of "tens of millions of dollars." This will see both customers and employees benefit from new digital experiences, such as those found in its very own metaverse.

Interestingly, Emirates is not the only leading aviation company to have considered metaverse technology, which consists of networks of virtual worlds, as part of its future. Indeed, as Simple Flying reported in December, Boeing has also looked into designing planes in the metaverse. In any case, with the UAE being a digital trailblazer, Emirates' involvement is unsurprising. Al Maktoum adds:

"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 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."

Emirates Airbus A380 Expo
Emirates devised a special livery for one of its Airbus A380s to advertise the Expo. Photo: Anna Zvereva via Flickr

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A digital technology pioneer

While Emirates' investment in developing these new technologies is a strong statement of intent, it has been engaged with such projects for several years. For example, the airline notes that it added virtual reality (VR) environments to its app over five years ago, allowing passengers to explore their cabin before flying.

More recently, it supplemented this with an additional app dedicated entirely to VR technology, becoming the first airline to have one downloadable on the Oculus Store. The airline also found that a VR-based attraction that "[showcased] future aircraft cabin interiors" was the most popular aspect of its Expo pavilion.

What do you make of Emirates' digital investment? Did you visit its pavilion at the Expo? Let us know your thoughts and experiences in the comments!