Our Middle East team partnered with environmental charity Emirates Nature-WWF and Al-Futtaim IKEA to bring a unique and immersive activation titled "A Day in the Life of Climate Change" to Festival Plaza, Jebel Ali. The activation, running from November 18th to December 30th, aligns with the COP28 conference in Dubai and aims to raise awareness and funding to tackle climate change and water scarcity in the region.

As part of our commitment to design for good, we collaborated with Emirates-Nature on this pro bono project overseeing concept creation, production, and execution of the one-of-a-kind fundraising experience. The activation aims to encourage support for Emirates Nature-WWF's larger environmental and conservation efforts that address collective environmental issues, with the goal of inspiring a safer and more sustainable future.

The experience, which invites families, children, and all Al-Futtaim IKEA customers, educates visitors through multiple interactive touchpoints, allowing them to explore the impact of daily choices on water scarcity and climate change. Visitors can engage with interactive spaces, including an impressive mangrove viewing platform, where they can uncover the significance of mangroves in the UAE's climate and nature. They can also learn easy ways to make positive environmental choices in their day-to-day lives by interacting with common household objects to find out how much water they consume. The experience educates and encourages individuals to contribute to a more sustainable future by joining events such as mangrove clean-ups and visiting sapling plantations organised by Emirates Nature-WWF’s annual membership programme, ‘Leaders of Change’.

Elisabeth Anne, General Manager, Imagination Middle East said: “Imagination strives to create experiences that positively impact society through creativity and this activation has enabled us to address some crucial climate change topics for the UAE during COP28. It’s been a wonderful experience working with Emirates Nature-WWF and Al-Futtaim IKEA and we are looking forward to more collaborations in the future.”

Mansour Al Ketbi, Director of Business Development & Strategic Partnerships at Emirates Nature-WWF, commented: “We are delighted to present the unique experience of “A Day in the Life of Climate Change” with our esteemed partner Al-Futtaim IKEA. The activation underscores the power of community in driving positive impact and lasting change. We hope to inspire more people to protect nature through their daily choices, by donating towards a sustainable future and driving change on the ground through Leaders of Change.”

“Imagination instantly understood our brief, and we enjoyed collaborating closely with their team to bring an educational yet engaging experience on an important topic to life. We look forward to collaborating with Imagination again on other projects in the future”.

Carla Klumpenaar, GM Marketing, Communication, Home Furnishing and Retail Design of Al-Futtaim IKEA, UAE, Qatar, Egypt & Oman added, “At Al-Futtaim IKEA, our ambition is to be a circular business, positively impacting people, society, and the planet. This commitment, guided by our 'People & Planet Positive' strategy, addresses key challenges—climate change, unsustainable consumption, and rising inequality. Partnering with impactful organizations like Emirates Nature-WWF aligns with our vision and I'm thrilled to introduce 'A Day in the Life of Climate Change,' a collaborative activation at Dubai Festival Plaza, emphasizing responsible living. Join us in making a positive impact on water scarcity and climate change. Families, children, and IKEA customers are invited to contribute to local conservation projects and embrace a sustainable lifestyle. In the Year of Sustainability and COP28, let's inspire change together."