Nicole Kidman on cloud nine in Etihad Airways' award-winning virtual reality film

Published October 30th, 2016 - 11:29 GMT
The short film has won the Best Original Video at the 2016 APEX Awards which were presented in Singapore this week. (YouTube)
The short film has won the Best Original Video at the 2016 APEX Awards which were presented in Singapore this week. (YouTube)

Etihad Airways' virtual reality film, starring Academy Award-winner Nicole Kidman, has won Best Original Video at the 2016 APEX Awards which were presented in Singapore this week.

The five-minute feature, 'Reimagine', takes viewers on a multi-sensory journey following Miss Kidman through an Etihad Airways' Airbus A380 on a virtual flight between Abu Dhabi and New York. 

On board, the viewer encounters a number of characters including the actor, a film director and an opera singer. They also interact with a Savoy-trained Butler in The Residence, the airline's exclusive private three-room cabin, an Onboard Chef in First Class, a Food and Beverage Manager in Business Class, and a Flying Nanny.

Etihad Airways' Chief Executive Officer, Peter Baumgartner, expressed his delight at the win.

"Our aim with Reimagine was to tell the Etihad Airways story in a new and innovative way, using cutting-edge technology to immerse viewers in the guest experience in first-person.

"Its virtual reality format delivers an experience that's as near as possible to flying in our A380, an outcome that traditional formats such as video simply could not achieve.

"We are immensely proud of the 2016 APEX Award for Best Original Video. It proves yet again that we're leading the way in innovation, best practice and intelligent communication."

The film can be viewed by downloading the Reimagine VR app on iOS and Android at vr.etihad.com and using a virtual reality headset, such as Oculus Rift or Google Cardboard. It can also be viewed as a 360 degree video on Facebook and YouTube.

The 2016 APEX Awards winners are:

Best Video Curation

For curating a great selection of video programming within the budget provided.

Air Canada Air Canada enRoute Inflight Entertainment

Best Original Audio

For creating an outstanding audio station or audio collection.

American Airlines Original Audio Programming With Exclusive Content

Best Original Video

For creating a new video, such as an in-flight safety video or a promotional airline video, etc.

Etihad Airways "Reimagine" - The Virtual Reality Film

Best Cabin Innovation

For creating a thoughtful new cabin environment.

STG Aerospace safT-glo Blue, a blue-glowing photoluminescent floor-path marking system

Best Passenger Comfort Innovation

For creating an innovation in passenger comfort, including seats, design, lighting, temperature control, air quality, etc.

Singapore Airlines Next-generation business class on A350 aircraft

Best Personalization Innovation

For creating a personalized passenger experience, including a service application, personalized in-flight entertainment, catering experience, etc.

Air New Zealand For delivering personalization to Airpoints customers

Best In-Flight Entertainment Innovation

For creating a new in-flight innovation that is elevating the passenger experience through GUI design, features, applications, streaming, hardware, seat integration, etc.

Air New Zealand In-flight entertainment experience

Best In-Flight Connectivity Innovation

For creating a new in-flight innovation, including interactive connectivity on board, unique Wi-Fi features and offerings, etc.

Reaktor Finnair's Nordic Sky Wi-Fi Portal

APEX CEO Lifetime Achievement Award

The Lifetime Achievement Award is presented to a senior level executive from an APEX member company whose long-term efforts, dedication and sustained commitment in support of elevating airline passenger experience and/or APEX have clearly established that individual's career as a lifetime industry achievement.

Goh Choon Phong, Singapore Airlines

APEX Newcomer Award

The Newcomer of the Year Award recognizes a product or service created by an APEX member company that joined in the past two years.

Immfly for its wireless in-flight entertainment platform

SkyLights for its immersive Theater headsets


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