Dubai Airports has unveiled a new brand for Dubai International (DXB) that signifies Dubai Airports’ transition from airport operator to a consumer-led company to elevate the airport customer experience. The brand launch event was attended by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai; His Highness Sheikh Ahmed bin Saeed Al Maktoum, Chairman of Dubai Airports; Paul Griffiths, Chief Executive Officer, Dubai Airports, as well as VVIPs of Dubai’s aviation industry, senior management of DXB, key industry stakeholders and global media.
The new brand embodies the unique values of Dubai, demonstrating unmatched hospitality, a culture of imagination, openness to new ideas and a mesmerizing mosaic of exciting and inspiring experiences. It will transform DXB into a destination in itself by creating exciting, immersive virtual experiences that bring iconic Dubai landmarks into the airport as well as an array of music, art, dance and even fashion exhibitions that showcase local culture and celebrate diversity. DXB will also feature zones throughout the airport’s concourses that cluster together retail, F&B and themed attractions to cater to DXB’s diverse customer base.