• by Steve McClellan  @mp_mcclellan, November 22, 2022

Just in time for Thanksgiving there is new pop-up installation at IKEA in Dubai that’s tied to the spirit of giving.

It’s called “The Giving Room” part of an integrated campaign from International humanitarian organization, Médecins Sans Frontières/Doctors Without Borders (MSF), which will run from November 22 through December 23. The group worked with DDB Dubai to pull off the effort.

“It is amazing to see how each one of us can make a difference even if the support is minimal,” stated Vasilis Stravaridis, the Executive Director of MSF UAE. MSF says 97% of its funding comes from individual donors and private institutions.

Upon entering the Al-Futtaim IKEA Festival City store, shoppers will see directional signage throughout the stores that will lead them to The Giving Room, a full-scale replica of a hospital room complete with wheelchairs, hospital beds and other supplies.  

The retailer’s iconic product tags are reimagined throughout the installation to address some of the obstacles to worldwide medical aid. Scannable QR codes can be found on posters throughout the store and on equipment in the room leading back to the official campaign donation site: yallagive.com.   

The campaign will be supported by digital, social, radio, and PR. Follow the campaign in real-time using the hashtag #TheGivingRoom.