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Now, Emirates is pushing boundaries in another regard, becoming the first airline to introduce web-based virtual reality (VR) to its digital platform, allowing potential passengers (or window-shoppers) free-reign to roam the airy cabins of the fleet’s A380 aircraft.

Navigating the cabin’s various classes, floors, even the iconic onboard shower room and lounge, using Street View-style directional arrows, the customer is presented with in-flight features in the form of information points, while the programme also allows users to book their perfect seat directly from the application.

While available on the Emirates desktop site, customers can use smartphones and VR headsets such as Google Cardboard for a more immersive experience with the technology, which was created in an award-winning partnership with VR specialist Renacen.

“We are pleased to be the world’s first airline to introduce this cutting-edge web VR technology, which offers our customers an immersive opportunity to learn more about the fantastic Emirates experience before they step on board,” said the airline’s senior vice president, corporate communications, marketing and brand (digital), Alex Knigge.

“In our usability tests with customers, we found that they particularly appreciated the 3D seat and cabin models when selecting their seats.”

While so far the VR experience is only available for Emirates’ A380 aircraft, it will be arriving for its Boeing 777 in due course, and will eventually be rolled out to its entire fleet.

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