Emirates opens its first travel store in Singapore

Dubai-based airline Emirates has strengthened its presence in Singapore with the opening of its first Emirates World retail store in the heart of the City Hall district today (6 May). The 330-square-metre customer service centre is located in Odeon 333 building, opposite Raffles Hotel. 

The move comes as Emirates marks 35 years of service to Singapore — and at a time when the battle for premium travellers is heating up between Emirates and other carriers including Singapore Airlines. The Republic’s national carrier has been operating a customer service centre in Ion Orchard mall since 2009. 

Besides buying air tickets or seeking assistance with flight bookings, visitors can explore the Emirates’ offerings in an immersive, experiential space. Features include a full-scale installation of the airline’s first class private suite in its iconic A380 aircraft, where visitors can experience how it is like to sit in a first class seat without having to board the plane. It is a feature exclusive to the Singapore store. 

There are also interactive screens where they can explore holiday packages put together by Emirates and destinations that the airline flies to. There is also a smart ‘selfie mirror’, where customers can snap photos of themselves with backdrops of destinations that Emirates flies to. 

“The store embodies the very best of what we stand for — seamless service, premium design, and a customer-first approach,” says Adnan Kazim, Emirates’ Deputy President and Chief Commercial Officer, who was in town to officially open the store. 

He adds: “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.”

Despite enjoying strong demand on its Singapore-Dubai route, Emirates faces growing pressure from airlines in the competitive travel space. With the opening of a physical store, it views Singapore as more than a transit point, but a key market for brand building and bolstering customer loyalty.

Customers can also purchase Emirates merchandise at the store, including the newly launched Aircrafted by Emirates range that makes its global debut in Singapore. In a nod to sustainability, the series of suitcases, backpacks and handbags are upcycled from seat covers and seat belts from Business and Economy class seats. All proceeds from the sale of this merchandise series go to the Emirates Airline Foundation.

The Emirates World retail store in Singapore marks its 12th outlet around the world, Other stores are located in London, Morocco, Hong Kong, Jakarta, Manila and Jeddah. It will open an outlet in Bangkok later this week.