Emirates sponsor the Air-Line cable car over the Thames. We were briefed to create a brand experience at the site of the cable car - The Aviation Experience. The experience provides an insight into the operations and modern achievements of commercial air travel, taking visitors on a stunning interactive journey into the world of flight and 21st century aviation. In a UK first, it includes four commercial flight simulators under one roof, including two Airbus A380 and two Boeing B777 aircrafts.
In addition to the Flight Simulator zone, the Emirates Aviation Experience incorporates three further zones named 'On the Ground', 'Inflight' and 'Science of Flight', taking guests on a truly interactive aviation journey: 'On the Ground' explores the intricacies of the aircraft turnaround process and looks at what happens to your baggage once it is checked in. 'Inflight' lets the guests sit in a replica cockpit, learn about life as a member of the cabin crew and demystifies the effects of flying such as jet lag. 'Science of Flight' explains how a jet engine works, as well as examining the four forces of flight, airflow and pressure. Other notable features of the experience include a 100% scale replica Airbus A380 nose cone, a 48 screen Ultra High Definition video wall that brings an Airbus A380's 90-minute turnaround to life, a 'first of its kind' 360° hologram of the Airbus A380, and an immersive 360° cinema with motion platform giving you a bags-eye (and stomach churning!) view of the bag's journey from check-in to carousel. RFID technology also ensures guests can share their experience whilst at the venue via their interactive microchip wristband.
As well as being a breakthrough in marketing terms, Emirates Aviation Experience also gives something back to the community through its education program. Emirates President Tim Clark's mission was to "provide a fun, yet educational overview of just what it takes to get aircraft off the ground and 40,000 feet into the sky." Or, as London mayor Boris Johnson at the Aviation Experience opening: "The Emirates Aviation Experience is a veritable Aladdin's cave of technological wizardry and gizmos that will give people of all ages a real insight into the wonders of flying."