Emirates Nature-WWF and IKEA join forces to launch sustainable activation

Emirates Nature-WWF and Al-Futtaim IKEA join forces to launch a unique activation that reveals how our daily choices affect the environment. 

The interactive experience, ‘A Day in the Life of Climate Change,’ designed by global brand experience design company, Imagination, sheds light on our impact on water security and climate change and inspires visitors to contribute both individually and collectively towards a positive impact.

Located within the Al-Futtaim IKEA store at Festival Plaza, Jebal Ali, the activation takes place from 18 November to 30 December, in line with the COP28 conference in Dubai.

It aims to engage families, children and IKEA customers in an immersive journey of interactive spaces and touch points.

Visitors of all ages will have the opportunity to interact with daily household objects to find out how much water they actually consume and unveil tips on how to make more responsible living choices. 

Featuring a mangrove viewing platform, the activation also explores the larger relationship between climate and nature in the UAE.

Mangroves are considered a powerful tool against climate change, with the ability to remove carbon emissions from the atmosphere and store them within their and the soil underground.

Along with surrounding natural habitats, mangroves provide shelter to threatened and endangered marine species and birds, and also protect the UAE coastline from flooding and sea level rise. Yet, they remain vulnerable to the impacts of climate change and need help to survive. 

The activation showcases multiple ways to help protect and restore nature in the UAE. Visitors can donate to Emirates Nature-WWF’s local conservation efforts that safeguard nature and wildlife, accelerate climate action, enhance access to food and water and more, via scannable QR codes situated at the activation.

Visitors can also get involved on-the-ground by joining events such as mangrove clean ups and sapling plantations organised by Leaders of Change – Emirates Nature-WWF’s annual membership programme.

It makes it possible for everyone to get involved in implementing green solutions in the UAE. 

Mansour Al Ketbi, Director of Business Development & Strategic Partnerships at Emirates Nature-WWF, said: “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.”

Carla Klumpenaar, GM Marketing, Communication, Home Furnishing and Retail Design at Al-Futtaim IKEA, UAE, Qatar, Egypt & Oman, said, “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 organisations 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, emphasising responsible living.”

The activation was conceptualised and implemented pro bono by global experience design company Imagination, as part of its commitment to design for good.

Imagination oversaw the concept creation, production and execution of the unique fundraising experiential opportunity, aimed at inspiring a safer and more sustainable future. 

Elisabeth Anne, General Manager at 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.”

Imagination used the expert help of PRG for the Event Technology and Maestra who delivered key parts of the experience using their Events and Exhibitions Production experience.