Emirates Airline was about to launch service from Toronto to Dubai. They wanted to make a big splash.

Luggage Carrousel - Chauffeur-drive is one of Emirates most important features. We added real luggage in front of a picture of a chauffeur reaching for it.

To launch Emirates Airline in the Toronto market something big needed to be done.

How about the biggest remote control ever with 600 buttons, the amount of channels Emirates has as on-board entertainment?

The problem: Toronto has rules against billboards. Solution:The owner of the building gave the go-ahead to our big remote. Right in the middle of Dundas Square.

The media company presented us with the buy of table in the airport terminal.

It was a challenge as well as an opportunity.

All table tops were made red to create impact. Arrows pointed to specific seats, highlighting plane features like entertainment. For example: one person is a sand-surfer, the other one a channel surfer.

It proved to be very interactive as people started reading them before putting their cups of coffee down.


I was part of the team that helped launch Emirates Airline to the US right after September 11th, working as the lead Senior Art Director for six years, while the airline grew from one departing city (NYC) to eight, including Los Angeles, San Francisco, Toronto and Houston.

Emirates Airline • Experiential Design & Outdoor

I helped create these experiences for several big events in Emirates' key cities (where they were launching service).

Emirates San Francisco Launch
• This station domination transformed columns into palm trees, evoking Emirates' home city: Dubai. While also selling the other destinations in the train platform.

Emirates Toronto Launch
• Here, we took over a luggage carrousel, placed a picture of a chauffeur reaching for real bags in front of him. This highlighted the free Chauffeur Drive Service from Emirates.

Emirates Toronto Launch (Wallscape)
• Created a giant remote control wallscape (to highlight the over 1,200 channels onboard), It was the first billboard this size in Toronto’s Dundas square.
• We also created artwork for the tabletops at the Toronto airport. Highlighting all the choices of entertainment you have on board.

Emirates increases flights in Los Angeles
• We created a fake worker, adding an “S" to "flight” outside LAX airport


ACD • Art Director • Supervisor of installations • Conceptualization • Supervise Photo Shoot • Manage clients expectations • Supervise art directors working on projects


Emirates Airline


2005 – 2011


Wnllscape • Ambient Media • Table decals • Experiential Design

Creative Team:

Bob Minihan, Grady Winch, Matt Kaiser