DXB unveils new brand

Dubai Airports

Dubai Airports has joined forces with action sports brand, XDubai, for a one-of-a-kind stunt by Emirati athlete and skydiver, Mohammed Baker, as part of the new Dubai International Airport (DXB) brand.

Millions of travellers passing through DXB will soon get to experience unmatched hospitality, a culture of vibrant imagination, as well as a mosaic of exciting and inspiring experiences, ranging from mouth-watering cuisines and evolving retail choices to world-class music and art.

Having welcomed its billionth passenger last year, DXB is on a mission to transform towards creating immersive experiences that embody the true spirit of the emirate, as part of its new brand reveal.


Following the introduction of a range of delectable food and beverage options, from the traditional flavours at the S34 Gahwa Mezza Ba and Americana-style diner options with a local twist at Tranzeet DXB, to live entertainment at the licensed Hard Rock Café, travellers will now be able to delight their taste buds in an environment second to none.

Customers will also be able to experience art, music, fashion and local culture, giving DXB a sense of place and granting a taste of the city it calls home.

DXB’s brand launch entailed a stunning showcase by Mohammed Baker of what is believed to be the world’s longest free fall attempt, beginning with a jump out of a helicopter and a glide down Sheikh Zayed Road with the iconic Dubai skyline as a backdrop, before swooping under eight lanes of traffic on Dubai’s most famous highway.

The event also included a live installation by UAE calligrapher and art performer, Diaa Allam, among other creative expressions, aimed at linking the essence of old Dubai with the rich and modern heritage the emirate boasts today, all of which will be on show at DXB in the near future.