Emirates, the largest airline in the world, unveiled a new first class suite on the first day of the Dubai Airshow for its Boeing 777-300 fleet- and said is rolling out an advertising campaign fronted by Top Gear presenter Jeremy Clarkson.

It's the "first of its type in the world" and took four years in the design process, the carrier's president Tim Clark said. The new first class cabins are inspired by Mercedes-Benz, who Emirates approached in 2014.

"Many carriers are responding to the perceived demise of first class by offering new business class options..."At Emirates we still see demand for first class remains very strong. So the notion that we would eliminate first class on our planes is wrong."

Emirates is the largest operator of Boeing 777 aircraft as well as A380s. The airline has 165 Boeing 777s in its fleet with an additional 164 on firm order, which include 150 next generation 777x aircraft. Emirates also has 100 A380s in operation with 42 more on order. The carrier operates the Boeing 777s to 140 destinations.

The new first class cabin on the Boeing 777 features a sleek modern design with soft leather seating, hi-tech control panels and mood lighting. Each of the six fully enclosed private suites have floor to ceiling doors with a window view. The new design was created in collaboration with Boeing, Rockwell Collins interior system, Jacques Pierre Jean Design studio, Panasonic, and Seattle-based design firm Teague.

"This is the first time an Emirates product has been so influenced by another luxury brand, but it is a natural fit as both Emirates and Mercedes-Benz have the same unwavering commitment to fine detail, uncompromising quality, and a drive to push the boundaries,” said Clark.

The multi-million dollar upgrade comprises newly designed seats in business class inspired by the interior of a modern sports car, the carrier said. The leather seats have a diamond stitch pattern in neutral cream colors and are fully reclinable into a flat sleeping position.

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The new economy class cabin has a soft grey and blue colour palette. All cabins are equipped with an overhauled in-flight entertainment system.

The newly upgraded Emirates 777 aircraft will enter commercial service December 1 on flights to Geneva and Brussels.