Dubai Airports
Global Voice, Local Accent
Opportunity
Dubai is the host city of Expo 2020, home to the world’s busiest airport and set a target of attracting over 20 million tourists by the same year. First impressions matter, particularly when 83.6 million passengers pass through DXB annually, yet only 30% arrive intending to visit the city. The airport had a unique opportunity to transform the experience of the remaining 58 million transit passengers, turning a simple stopover into a compelling invitation to explore Dubai. However, delivering this required more than architecture and glossy finishes. To influence opinion and persuade travellers to engage with the city, the airport needed to create an efficient, comfortable and distinctly memorable experience. DXB’s ASQ ratings for boarding gates had declined, signalling a need for a new approach that could align to the ambition of making DXB not only the busiest, but the best airport in the world.
Solution
Ochre was appointed as Brand Experience specialists to design a new gate concept that could elevate perceptions of Dubai, improve passenger comfort and embody the city’s premium positioning. The experiential idea centred on “Premium Comes as Standard”, reflecting Dubai’s reputation as a world-class destination while making every passenger feel valued. We collaborated with Emirati artist Aljoud Lootah to create iconic “Yaroof” structures, inspired by traditional fishing techniques, weaving a sense of local culture into the space. Privacy screens featuring illuminated oasis reeds, poetic storytelling vignettes and ambient soundscapes offered travellers a glimpse of life in the Emirates beyond the airport walls. Functional lighting, attuned to flight status and natural circadian rhythms, guided passengers through their journey while reducing stress. Custom-designed modular seating systems provided greater comfort and flexibility, accommodating different ways of resting, working and socialising.
Result
The redesigned gates created a more human, culturally connected and comfortable experience while increasing seating capacity per square metre compared to standard beam seats. Passengers could choose how they wanted to spend their time, from relaxing and sleeping to socialising or working in a more inviting environment. The new concept not only improved ASQ ratings but also subtly shifted perceptions of Dubai, turning the airport into a true ambassador for the city. The design is currently being trialled across 11 gates, with feedback informing further enhancements to elevate the experience for millions of future travellers. At DXB, premium is now the standard.
Bringing the spirit of Dubai to life at 30,000 feet below the clouds
We reimagined the boarding gate experience to reflect the essence of the Emirates, weaving in local culture, storytelling, ambient soundscapes and functional lighting that responds to each stage of the journey. Every detail was designed to transform waiting time into a richer, more memorable first impression of Dubai.
