Emirates has launched the world’s first interactive amenity kit in Economy Class providing a more comfortable travel experience. The stylish new amenity kits utilise augmented reality (AR) technology to unlock immersive content on mobile devices.The kits include all the necessities for additional comfort on long-haul flights including an eye mask, earplugs, toothbrush and toothpaste, and socks – each tailored to the style of the kit bag. is designed to be reused after the flight to store anything from devices to cosmetics or stationery.Emirates is the first airline to introduce AR technology with the amenity kits making it the world’s first interactive kit bags. By downloading the Blippar mobile phone app, and using it to scan the bags, customers will be able to unlock a world of entertainment on their mobile devices.More broadly, the Blippar app is a Visual Browser which enables customers to discover more about the world around them. Customers can point at thousands of objects already recognised by Blippar to get additional information on those items. The content explains the object, the context and other useful and interesting facts – and is sourced from Blippar’s knowledge graph called Blipparsphere. Both the Blippar app and Blipparsphere are powered through Artificial Intelligence technology.The entertainment on the app complements Emirates’ award-wining inflight entertainment system – ice Digital Widescreen – which has recently clinched its 12th consecutive award for ‘World’s Best Airline Inflight Entertainment’ at the Skytrax World Airline Awards 2016. Passengers across all classes can enjoy over 2,500 channels of entertainment and free Wi-Fi on board all A380s and most B777s. The amenity kits are available on selected long-haul routes and on all ultra-long haul services starting from August.