Emirates Unveils Playful ‘DIY Dubai’ Video to Spotlight $5bn Aircraft Retrofit Programme
Emirates has launched a new campaign video parodying home renovation television shows to highlight its $5 billion aircraft retrofit programme, one of the largest aviation refurbishment projects in the world.
The video, titled ‘DIY Dubai’, offers a behind-the-scenes look at the airline’s ambitious plan to fully refurbish the interiors of 219 aircraft, while injecting humour into the scale and complexity of the initiative.
The storyline centres on an Emirates captain and his family who, in a fictional gameshow, opt to renovate a Boeing 777 instead of their home. The narrative then shifts to the airline’s engineering facilities, where teams undertake the extensive retrofit work.
The campaign will be rolled out globally from May 2026, reinforcing Emirates’ “fly better” proposition and showcasing enhancements designed to elevate the passenger experience.
The retrofit programme represents a comprehensive cabin overhaul, replacing interiors with next-generation seating, upgraded washrooms, enhanced storage and improved inflight connectivity.
A key feature is the introduction of Premium Economy across all retrofitted aircraft, offering passengers wider reclining seats, leg and footrests, in-seat charging, and upgraded dining services.
The airline is also upgrading connectivity by installing Starlink Wi-Fi across its fleet, enabling passengers to access high-speed internet services at cruising altitude.
From October 2026, Emirates plans to introduce 4K OLED HDR10+ seatback screens on 60 Airbus A380 aircraft and 51 Boeing 777s, promising enhanced visual and audio quality for inflight entertainment.
Economy Class will feature new lightweight seating designed for improved comfort, including adjustable headrests and enhanced charging options.
Business Class cabins are being redesigned with more private seating inspired by premium lounge concepts, incorporating wireless charging, expanded storage and adjustable lighting.
First Class passengers will continue to experience suite-style cabins with privacy doors, personalised temperature controls and mood lighting. Upgrades also include improved onboard amenities such as enhanced noise-cancelling headphones.
Passengers can already experience the retrofitted Boeing 777-300ER and 777-200LR aircraft on routes to 40 destinations worldwide, including major cities across Europe, Asia, Africa and the Americas. A further 10 destinations are expected to be added in the coming months.
To date, Emirates has completed refurbishment on 94 aircraft, with 125 more scheduled under the programme. Each Boeing 777 retrofit takes approximately 18 days, while the larger A380 requires up to 22 days to complete.
The airline emphasised that the entire retrofit process is being carried out by its own engineering teams, working around the clock at its Dubai hub.
The ‘DIY Dubai’ video was developed in-house, filmed in Prague studios and onboard aircraft in Dubai, and produced by Framestore Pictures in London.
With the campaign, Emirates aims to combine storytelling and innovation to demonstrate how it is redefining the inflight experience while delivering large-scale operational transformation.
Watch the video Here
