The brand launch event was attended by H.H. Mohammed bin Rashid Al Maktoum, ruler, Dubai; H.H. Ahmed bin Saeed Al Maktoum, chairman, Dubai Airports; Paul Griffiths, CEO, Dubai Airports, as well as VIP’s of Dubai’s aviation industry, senior management of DXB, key industry stakeholders and global media.

The new brand embodies the unique values of its home city, Dubai, demonstrating unmatched hospitality, a culture of vibrant imagination, openness to new ideas, and a mesmerising 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.