Emirates touches down in Singapore with first immersive retail store

Emirates has launched its first Emirates World retail store in Singapore, marking a strategic push to deepen customer engagement in one of Southeast Asia’s most competitive aviation markets.

According to the airline, the move reflects global consumer insights showing a continued preference for in-person travel planning, particularly for high-touch experiences such as luxury and long-haul travel.

Framed as part of Emirates’ evolving retail strategy, the Singapore flagship aims to blend physical interaction with digital innovation. The space features interactive installations, a 'selfie mirror' with virtual destination backdrops, and Emirates' upcycled product line made from aircraft materials, showcased for the first time in Singapore.

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Located at Odeon 333 near Raffles Hotel, the 330-square-metre space is designed to function as a hybrid showroom and service hub. Customers can explore immersive experiences, including a walk-in replica of Emirates’ First-Class Private Suite, available exclusively at this location, while booking flights or receiving personalised travel advice from consultants.

The store was officially opened by Adnan Kazim, deputy president and chief commercial officer at Emirates, on Tuesday (6 May) in the presence of dignitaries including Ahmed AlKetbi, deputy ambassador of the UAE to Singapore, and Lim Ching Kiat, executive vice president at Changi Airport Group.

"2025 marks the 35th anniversary of our operations in Singapore and the opening of the Emirates World store here today is a significant milestone in our journey. The store embodies the very best of what we stand for, seamless service, premium design, and customer-first approach. Whether visitors are planning their next adventure or simply discovering our offerings, this store provides a welcoming, informative space that brings our 'fly better' promise to life," said Kazim. 

He added, "Singapore has always been a cornerstone of Emirates’ operations in Southeast Asia, and in 2024 alone, we have flown more than 800,000 passengers between Singapore and Dubai. We look forward to welcoming customers into this new home and continuing to grow in Singapore in the years ahead."

The new retail store in Singapore follows Emirates' launch of its first-ever travel store in Jakarta in March this year, marking a milestone in the airline's commitment to delivering world-class travel experiences to its customers in Indonesia.

The Jakarta store is designed to offer a personalised, immersive travel experience in a single, exclusive location for customers in Indonesia. It features a modern interior design, blending exclusive, comfortable furnishings with contemporary décor.

The airline also rolled out Emirates travel stores in Hong Kong and Manila last year as part of the airline's ongoing expansion in the Asia-Pacific region.

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