Dubai International unveils new DXB brand, bringing the spirit of Dubai to global travellers
Global travellers will soon be able to choose from an array of exciting and innovative experiences at Dubai International (DXB), following the unveiling of a refreshed brand for the airport. Embodying the spirit of Dubai, the new brand is all set to demonstrate unmatched hospitality, a culture of vibrant imagination, openness to fresh ideas, as well as a mesmerising mosaic of exciting and inspiring experiences.
Understanding dining is an integral part of a traveller’s journey through the airport, DXB has introduced a range of mouth-watering and delectable options to choose from. From the choicest traditional flavours at the S34 Gahwa Mezza Bar, and Americana-style diner options at Tranzeet DXB, to live entertainment at the licensed Hard Rock Café, travellers will now be able to satisfy their taste buds in an environment second to none.
Travellers also have the option of choosing from a range of interactive experiences, be it music, art, dance or even fashion, showcasing local culture and celebrating diversity. In addition, customers will soon be able to experience a family zone, a downtown Dubai themed zone, and an Arabian corridor, that will include locally inspired cuisine from Emirati start-ups.
The refreshed brand was first revealed at an official event attended by His Highness Sheikh Ahmed bin Saeed Al Maktoum, Chairman of Dubai Airports, Paul Griffiths, Chief Executive Officer of Dubai Airports, as well as VVIPs and global media. As such, DXB’s new visual identity takes the shape of two arrows meeting to form a three-dimensional ‘X’ in DXB – representing the ‘space in between’ landing and take-off, and all the thrilling opportunities available to discerning travellers.
To bring the brand to life and to demonstrate the spirit of Dubai, DXB partnered with XDubai, the masterminds behind some of the most thrilling and adventurous experiences in Dubai, to deliver an incredible record-breaking stunt by Emirati extreme athlete Mohammed Baker. The stunning showcase saw the world’s longest free fall attempt that began with a jump out of a helicopter and a glide through the Dubai sky, followed by a swoop under the iconic Sheikh Zayed Road bridge. The stunt embodied Dubai’s spirit of adventure and ambition, and symbolised the vision of the refreshed DXB brand to push boundaries and create exciting new experiences.
The event also saw a live installation by UAE calligrapher and art performer, Diaa Allam, among other creative expressions, aimed at linking the essence of old Dubai with the rich and modern heritage the emirate boasts of today.