Africa’s economic reset requires moving from ambition to execution
The Africa Commerce Convergence Summit keynote address identified four elements that must converge if the continent is to achieve a meaningful economic reset.
BRAND STRATEGY
Emirates takes its World Stores luxury retail concept to Côte d’ Ivoire
By our African Marketing Confederation News Team | 2026
Airline opens its 10th global flagship store in Abidjan as it expands its brand-engagement opportunities with global travellers.
Dubai-based Emirates airlines is forging ahead with its Emirates World Stores retail concept and has hit a key expansion milestone with the opening of its 10th flagship store in Abidjan, Côte d’Ivoire.
Emirates opens its 10th flagship store in Abidjan
More than just a retail store or upmarket passenger lounge, the Emirates World concept is designed to be a retail destination.
According to industry website Travel and Tour World, since its debut in Dubai’s Jumeirah district in late 2022, the concept has attracted over 1.4-million walk-in customers. “Why? Because it treats travel planning as an event rather than a chore,” the publication says.
It continues: “In an era where most airlines are pushing customers toward cold, automated chatbots, Emirates is doing the opposite. They are inviting you in for a coffee and a conversation.
Brand experience not reserved for the sky
“For decades, the ‘Emirates Experience’ was something reserved for 35,000 feet in the air – a world of private suites, walnut-trimmed showers and the famous A380 onboard lounge. But as we move through 2026, the world’s largest international airline is proving that you don’t need a boarding pass to immerse yourself in luxury.”
A statement from Emirates explains that no two stores are exactly alike. Each store carries its own charm, localised to the customer preferences of each market. In addition, strategic location assessment, footfall patterns and emerging consumer trends have guided store concept development.
“The newest store in Abidjan features an A380 onboard lounge and a Business Class seat, reinforcing Emirates’ premium positioning and commitment to immersive retail experiences,” the airline says.
Emirates’ retail expansion strategy has a strong Africa focus, with global flagship store openings already completed in Nairobi, Casablanca and Cairo. In parallel, the airline has opened similar mid-sized concept travel stores in Accra and Mauritius, and plans to open in Cape Town during 2026.
Comments Adnan Kazim, Emirates’ Deputy President and Chief Commercial Officer: “As we accelerate the global rollout of our Emirates World Stores concept, we are cultivating opportunities for travellers and our travel partners to engage with our brand, immerse themselves in our iconic products and experiment with cutting-edge tech to imagine what their journeys could look like.”
Momentum Group appoints chief marketing and communications officer
Vongani Mageza brings more than 20 years’ experience across financial services and FMCG) companies such as FNB and Diageo.
AI and algorithm-led engagement among the challenges facing marketers
AI agents will influence shopping, algorithms will supersede social connections, and the clip economy will change how brands connect.
Absa bank launches pan-African campaign with athlete Eliud Kipchoge
The brand partnership includes a new TV commercial featuring Kipchoge, digital storytelling, wellness initiatives and community programmes.
How traditional trade is being reimagined, but remains ‘traditional’
Modern retail in Africa is still dwarfed by the traditional trade. Marketers who dismiss this relationship-heavy retail model do so at their peril.
How luxury brands become a source of meaningfulness for employees
Research finds brands don’t just sell products. They can also provide employees with stories through which they feel their work is meaningful
Redefining honesty in a crisis: Why truth alone is not enough
Honesty must be demonstrated through transparency, accountability and action – shaping both reputation and future trust following a crisis.
Lesotho bank’s culturally intelligent campaign beats bigger rivals
In the funeral plan category, where most advertisements look like an obituary, Standard Lesotho Bank opted to ‘sell the cow’, not the policy.
AMC magazine brings latest news and insights for Africa’s marketers
Strategic Marketing for Africa, the publication for deep-thinking African marketing professionals, is not to be missed.
Global study of marketers and agencies is coming to Kenya for first time
CEO of Scopen says the expansion into East Africa is a natural progression following the success of the research in South Africa.
Huge African and Caribbean trade potential can be unlocked, study finds
Report says around 80% of Africa’s annual goods export potential to the Caribbean remains untapped.