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Emirates Puts on a Big Show at ITB While Keeping ‘Superseat’ Design Conservative

Emirates debuted its new 777-300ER Business class seat at the travel trade-show, ITB Berlin, in a jewel of a stand featuring a ground-based representation of its trademark onboard lounge experience and a virtual reality tour of the in-flight experience.

Emirates’ Infinite Possibilities Stand, a triple-decker ultra-modern design worthy of the lavish lifestyle of Dubai, is being showcased at ITB in Hall 22a.

Emirates says the design reflects the endless possibilities travellers have when flying with the airline.

“With more than 10,000 exhibitors from 180 countries, the world literally meets at ITB Berlin,’’ said Sir Tim Clark, President, Emirates Airline – “for Emirates as a global connector of people and places, this trade fair is the ideal platform to demonstrate our product and services – with our new Infinite Possibilities Stand we virtually inspire travels around the world. Our teams hosting on our stand can also share ideas with new and existing trade partners, customers and industry stakeholders.’’

The Executive Super-Suite

The new Business Class 777-300ER superseat showstopper we have been anticipating proved to be a bit less ambitious than we might have hoped for. It is, as the airline’s CEO, Sir Tim Clark, promised an “evolution”, but “revolution” not so much.

While it is attractive, and the airline did say that many of the decorative elements of the existing cabin appearance would carry over, the seat itself is a demi-suite. That’s not a bad thing in the least and a very comfortable way to fly, but hardly a shattering departure. Emirates has proven its more conservative approach to brand, based on subtle updates rather than radical rethinks.

Even so, the Demi-suite certainly gives Business class passengers plenty of room to work, rest, and play and the structure makes the most of the airline’s large In-Flight Entertainment (IFE) screens to create a theatre in the sky experience.

The Demi-suite features:

  • an ergonomically designed headrest
    72 inches of pitch
  • SoA touchscreen controller to control seat settings from upright to fully-flat sleeping position (180 degrees)
  • one of the industry’s largest personal TV screens: 23 inches
  • Emirates‘ award-winning ice inflight entertainment
  • and other comfort amenities including a personal mini-bar

Emirates’ Infinite Possibilities stand is one of the tallest exhibitor stands at this year’s ITB Berlin, and includes a display of the airline’s First Class Private Suite, Economy Class seats, the A380 First Class Shower Spa unit, and the iconic Emirates A380 Onboard Lounge.

Emirates is encouraging ITB stand visitors and guests to take selfies and share them on social media.

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