The national carrier of the United Arab Emirates has announced that it will be rolling out utility and collectibles-based NFTs, with the first project already underway.
In an announcement on April 14, Emirates said it would be rolling out NFT and “exciting experiences in Metaverse” to its customers and employees.
Sheikh Ahmed Al Maktoum, President and CEO of Emirates, says that the region has led the way in the digital economy:
“Dubai and the UAE are paving the way for a digital, visionary economy supported by practical policies and regulatory frameworks in areas such as virtual assets, artificial intelligence and protection data.”
The company also announced that their Emirates booth at the Expo 2020 Dubai site will be repurposed as an innovation hub. It aims to attract global talent to “animate the airline’s future-focused projects including those related to the metaverse, NFT and Web3.”
Emirates used virtual reality (VR) technology on its website and apps more than 5 years ago to provide travelers with a vivid 3D view of aircraft interiors and in-flight experiences.
It is the first airline to launch its own VR app on the Oculus Store, showcasing an interactive cabin interior experience aboard its flagship A380 aircraft. The move to Metaverse is the next step for the airline and its quest for high-tech experiences, the executive said:
“It is fitting that our future-themed Emirates booth at the Expo is being repurposed as a hub for the development of future cutting-edge experiences in line with the UAE’s vision of digital economy.”
He added that the airline is excited about “the opportunity in the digital space of the future and is committed to making significant investments in financing and sourcing terms.“
There are no further details on what the NFTs will include or how they might interact with the passenger experience.