AIR Global launches multi-million state-of-the-art R&D facility in Dubai further strengthening the technology prowess of the region
22 Julio 2024 - 3:01PM
Business Wire
AIR Global’s Research, Design and Development
(RDD) Lab will see the business invest heavily in the region,
bringing in new tech talent to focus on creating world leading
innovations that will reshape a cleaner shisha industry
Advanced Inhalation Rituals (AIR Global) – the global leader in
shisha and inhalation – has launched its new Research, Design and
Development (RDD) Lab backed by a 100 million United Arab Emirates
Dirhams (AED) investment.
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Stuart Brazier, CEO, and Paul Dawson,
Chief Product Officer, at AIR Global, cutting the ribbon at the RDD
lab (Photo: Business Wire)
The R&D facility will be used to develop and hire expert
tech talent, drive continuous innovation in the shisha industry,
speed up the development of exciting new products, and accelerate
Dubai and the UAE’s position as a worldwide innovation leader.
The global hub will put science and technology firmly at the
heart of AIR’s operations and encourage an agile approach to
developing new inhalation products that build on the success of
OOKA, the world’s first charcoal-free, pod-based shisha device.
OOKA set a new standard by providing a modern way for people to
enjoy a cleaner shisha alternative, and the RDD Lab will accelerate
AIR’s ambition to create revolutionary inhalation experiences.
To date, OOKA has served hundreds of thousands charcoal free
shisha sessions and is already responsible for approximately 30% of
AIR’s revenue in the UAE region. The business invested 200 million
AED to develop OOKA, including the range of flavoured pods
available.
The lab will boast newly designed laboratories and deliver
purpose-built workshops to accelerate AIR’s long-term investment to
make the UAE a technology hub of the future; new products are in
early phases of testing with the view to launching in 2025.
Paul Dawson, Chief Product Officer at AIR Global, said,
“I have always drawn personal inspiration in my career from the
power of technology – to create entirely new industries, disrupt
existing sectors and develop products that no-one else has thought
of.
“And it’s this exact mindset and ethos that we will achieve
through the RDD Lab. With an aspirational team from around the
world and cutting-edge technology at our fingertips, we’ll be
creating new prototypes and combining them with our existing range
of products to fundamentally change how people experience shisha.
It’s an exciting time to be part of such a talented team that will
drive forward innovation.”
The RDD Lab represents AIR’s dedication towards research and
development, improving lives through technology and environmental
sustainability.
The team of 26 people and 19 different nationalities will be
responsible for running day-to-day operations at the lab, which
boasts a 50/50 gender split and is driven by a dedication towards
health-conscious innovation.
Ronan Barry, Chief Legal and Corporate Officer,
concluded, “The business is embarking on the next phase in
its growth journey at an incredibly exciting time, where consumers
are showing appetite for more eco-conscious, reduced risk shisha
experiences. The RDD lab will not only create new products that
puts sustainability, science and technology at the forefront but
enable us to break ground into new global regions.
“The recent launch of OOKA in Germany, a significant shisha
market, was a milestone moment for us as we aspire to bring new
inhalation experiences to a European market. The launch of this lab
gives us even more momentum to build on as we expand our product
range and presence globally.”
About AIR (ADVANCED INHALATION RITUALS)
Advanced Inhalation Rituals is the market leader in the $19
billion global shisha market, with an aim to provide superior
physical, emotional and mental benefits through inhalation.
Launched in 1999 and headquartered in Dubai, the business has a
multinational presence in over 100 countries across the UAE,
Europe, North America, India, and Africa.
Advanced Inhalation Rituals holds 47% of the shisha category
market share in the markets it is present in and is the leading
business in a market set to grow to $22 billion in 2026. Its
portfolio of companies includes Al Fakher, the world’s leading
shisha brand; Hookah-Shisha.com, the world’s number one e-commerce
platform for hookahs and shisha; Shisha Kartel, a Dubai-based
shisha manufacturer; and Shisha.com, a global online community of
shisha and hookah users. Advanced Inhalation Rituals’ science
program, conducted in partnership with independent accredited
laboratories, enables the development of innovative products that
combine centuries of tradition with cutting edge innovation to
minimise harm and maximise enjoyment for millions around the world.
The business has consistently outperformed competitors growing at
3x the market rate over the last 10 years, due to heavy investment
in innovation, product, and user experience.
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