Emirates has launched the world’s first interactive amenity kit in Economy Class providing a more comfortable travel experience. The stylish new amenity kits utilise augmented reality (AR) technology to unlock immersive content on mobile devices.

The kit bags come in six designs inspired by six regions in Emirates’ global network – Australasia, Latin America, Middle East, Africa, Europe and the Far East. The designs incorporate the colours and patterns of each of these regions and the Middle East design, in particular, features Arabic calligraphy by UAE-based artist, Tagelsir Hassan.

The kits include all the necessities for additional comfort on long-haul flights including an eye mask, earplugs, toothbrush and toothpaste, and socks - each tailored to the style of the kit bag.

The multipurpose pouches are made of Neoprene material - a water resistant fabric - and is designed to be reused after the flight to store anything from devices to cosmetics or stationery.

Emirates is the first airline to introduce AR technology with the amenity kits making it the world’s first interactive kit bags. By downloading the Blippar mobile phone app, and using it to scan the bags, customers will be able to unlock a world of entertainment on their mobile devices.

Emirates partnered with Blippar, the world’s leading AR and visual discovery platform, to create exclusive content including activities and health tips for a more comfortable and relaxing travel experience. The content will continually be refreshed every six months so customers can look forward to new updates.