In-Flight Duty-Free Outside of Airplane

This project starts with a simple question:
Can staring out the window be fun during a long flight?

“When we were children, we used to imagine floating in the sky.

As adults, we can experience the sky as we once imagined.”

Thus, I dived deep:

WHAT CAN A WINDOW BE?

Emirates Airline is the most recognized airline for luxury and high-end customers in the world.

What is included in an extraordinary flight experience?

CONTEXT

Emirates Airline

Duration
Tools

2024
Blender
Photoshop
Premiere

Emirates Airline is known for offering a luxurious in-flight experience for high-end travelers, whether for business or leisure. These passengers look to services, amenities and advanced technology to make their journey more comfortable and personalized.

Emirates’ ICE (information, connectivity and entertainment) inflight entertainment system sets the airline apart, providing over 6,500 channels of movies, music, and TV. Despite this, their traditional duty-free shopping can feel impersonal and is often overlooked by passengers.

Thus, creating an augmented reality (AR) platform would allow window seat passengers to interact with products seamlessly while enjoying their window view, enriching their overall experience and increasing duty-free sales.

High-End Brand

High-end brands are always seeking new ways to differentiate themselves and capture the attention of affluent consumers.

Luxury brands desire innovative platforms to showcase products in a memorable way, enhancing both engagement and conversion.

Passenger
(General)

Key Experience Gaps

Limited engagement due to a lack of immersive and interactive in-flight experiences
Traditional shopping formats (printed and digital catalogs) fail to capture passenger attention
Lack of personalized recommendations reduces relevance and purchase motivation
Small interfaces and low-quality product visuals hinder product exploration
Slow system responsiveness disrupts interaction flow
Screen brightness creates discomfort and negatively impacts nearby passengers

Window Seat Passenger
(Specific)

High-End Brand

Restricted physical mobility limits interaction with in-flight services
Attention is directed outside the window, reducing engagement with shopping and entertainment
Difficulty accessing in-flight services (e.g., food, restrooms) reduces convenience
Duty-free experience is not adapted to seat position, resulting in lower engagement

Traditional duty-free formats limit customer engagement and revenue growth
Conventional advertising channels constrain brand storytelling and product experience
Lack of immersive touchpoints weakens brand differentiation in-flight

Needs

Desire for immersion addressed
Engaging shopping platform
Personalized recommendations
Easy navigation

View:
Enjoy uninterrupted scenic views
Privacy:
Less disruption from aisle traffic

Eye-catching:
Unique strategies to attract affluent consumers
Platform:
Innovative platforms to showcase products in memorable ways

Opportunity

AR Solution

Passengers lack engaging in-flight experiences
Lack of relevant and tailored product recommendations
Limited mobility and reduced access to services
Limited brand storytelling and brand differentiation
Traditional duty-free lacks innovation and efficiency

Introduce AR-based duty-free browsing within personal space
Enable gesture-based interaction for hands-free exploration
Create 3D product visualization instead of static catalogs
AI-driven personalized product suggestions based on user profile and behavior
AR “try-before-you-buy” (e.g., sunglasses, watches, and makeup)
Immersive brand storytelling experiences
Interactive virtual showrooms in AR
Multi-sensory cues (visual, spatial audio)

GOALS

Improve personal privacy: Offer AR glasses that allow users to enjoy in-flight services within their own space.
Amplify brand interaction: Create unique opportunities for luxury brands to connect with passengers.
Elevate the luxury travel experience: Differentiate from competitors by providing cutting-edge technology and service to enhance consumer loyalty.

This strategy transforms duty-free shopping from a passive activity into an immersive, personalized, and high-value in-flight experience.