The three-storey structure, which took eight months to create, aims to bring the brand’s Hello Tomorrow proposition to life.
Rob Sharp, managing director at Pulse Group, told Event: "The stand delivers the single minded proposition that Emirates can connect you to endless possibilities.
"All products have an interactive experience around them full of rich content and social integration, making this one of the most advanced experiences in the world."
The ground floor features virtual reality (VR) headsets, which delegates can put on to experience flying with Emirates first class, or embark on a behind-the-scenes tour of the Emirates-sponsored Arsenal Football Club.
"Each film has been shot in stunning 360 and allows you to make choices throughout the experience," said Sharp.
The area also showcases elements of Emirates' on-board offering, such as its first class suite, A380 shower spa, lounge bar and new Boeing 777 business class seats, and it features a series of interactive screens.
"Our on screen experiences take guests through interactive journeys bringing to life the experience of flying first class," Sharp explained.
"Our interactive route map allows guest to explore the destinations that Emirates can connect you to but also integrating a wide range of comparative data from your chosen cities, such as what is trending in social media, sentiment analysis of the city, exchange rates, the weather and much more. You can also explore all of Emirates' sport sponsorship properties around the world."
Sharp explained such immersive elements are key to any brand experience: "We live in a three dimensional world yet the focus of marketing has historically been two dimensional communications. Brands like Emirates have such an incredible story to tell and they appreciate the value of a live interaction and its ability to genuinely inspire people."
Following ITB Berlin, the stand will pop-up at the Arabian Travel Market in Dubai from 25-28 April.
Pulse Group recently announced the official launch of its Rio outpost in the lead up to the Olympic games. Event spoke to Beatriz Hutchings, who heads up the office to find out about agency growth, as well as upcoming projects.
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