Amid the Year of Sustainability and the COP28 conference in Dubai, environmental charity Emirates Nature-WWF and Al-Futtaim IKEA have come together to launch a unique and engaging activation. “A Day in the Life of Climate Change” is an interactive experience designed to reveal the profound influence of our daily choices on the environment. This article will take you on a journey through this remarkable initiative, highlighting its key features and its critical role in addressing water security, climate change, and our relationship with nature.
Unveiling the Activation
An Immersive Experience at Festival Plaza
Located within the Al-Futtaim IKEA store at Festival Plaza, Jebal Ali, this activation unfolds from 18 November to 30 December. It offers visitors, including families, children, and IKEA customers, a captivating and immersive journey through various interactive spaces and touchpoints.
Exploring Water Consumption
One of the central themes of this activation is understanding the true extent of our water consumption. Visitors will engage with everyday household objects to discover how much water they unknowingly consume. But it doesn’t stop there; the experience also provides valuable tips on making more responsible choices in our daily lives.
The Power of Mangroves
Carbon Warriors of the UAE
The activation doesn’t merely focus on individual choices; it also delves into the larger relationship between climate and nature in the UAE. A highlight of the experience is the impressive mangrove viewing platform. Mangroves, often called the “carbon warriors” of the UAE, possess a unique ability to capture and store atmospheric carbon emissions. This not only helps combat climate change but also safeguards the environment.
Biodiversity and Coastal Protection
Mangroves, along with their surrounding natural habitats, serve as vital ecosystems. They provide shelter to threatened and endangered marine species and a haven for numerous bird species. Additionally, these natural wonders play a crucial role in protecting the UAE coastline from the twin threats of flooding and rising sea levels.
Despite their importance, mangroves are vulnerable to the impacts of climate change. Hence, they need our help to survive and continue contributing to the environment.
Protecting and Restoring Nature
Donations Through QR Codes
The activation showcases multiple ways to contribute to protecting and restoring nature in the UAE. Visitors can easily donate to Emirates Nature-WWF’s local conservation efforts by scanning QR codes placed strategically throughout the activation.
For those who seek a more hands-on approach, there’s an opportunity to get involved on the ground. Events like mangrove clean-ups and sapling plantations are organized by Leaders of Change, Emirates Nature-WWF’s annual membership program. It aims to empower everyone to actively participate in implementing green solutions in the UAE.
Voices of Esteemed Partners
Emirates Nature-WWF’s Perspective
Mansour Al Ketbi, Director of Business Development & Strategic Partnerships at Emirates Nature-WWF, expresses his delight at presenting “A Day in the Life of Climate Change” in collaboration with Al-Futtaim IKEA. He emphasizes the power of community in driving positive change and hopes to inspire more individuals to protect nature through their daily choices.
Al-Futtaim IKEA’s Vision
Carla Klumpenaar, GM Marketing, Communication, Home Furnishing and Retail Design of Al-Futtaim IKEA, UAE, Qatar, Egypt & Oman, highlights the brand’s ambition to be a circular business. She discusses how their ‘People & Planet Positive’ strategy addresses critical challenges like climate change and unsustainable consumption. Al-Futtaim IKEA is committed to partnering with impactful organizations like Emirates Nature-WWF to impact water scarcity and climate change positively.
A Commitment to Design for Good
The activation was conceptualized and implemented pro bono by the global experience design company Imagination. Imagination took charge of every aspect, from concept creation to production and execution, demonstrating their commitment to designing experiences for the greater good.
Elisabeth Anne, General Manager of Imagination Middle East, reflects on the experience of addressing crucial climate change topics during COP28. She praises the collaboration with Emirates Nature-WWF and Al-Futtaim IKEA and looks forward to more partnerships in the future.
Expertise in Action
Event Technology by PRG
Imagination didn’t undertake this endeavour alone; they sought expert help from PRG for Event Technology. This ensured that the activation was technologically seamless and impactful.
Key parts of the experience were brought to life by Maestra, leveraging their extensive Events and Exhibitions Production experience. Their expertise added depth and richness to the immersive journey.
“A Day in the Life of Climate Change” is more than just an activation; it’s a call to action. It invites people of all ages to discover the environmental consequences of their daily choices and empowers them to make a positive impact. As we navigate the Year of Sustainability and COP28, let’s join hands with Emirates Nature-WWF and Al-Futtaim IKEA to inspire change, protect nature, and embrace a sustainable lifestyle.