Doctors Without Borders and Al-Futtaim IKEA Breathe Life into “The Giving Room”

Limited-time pop-up gives Al-Futtaim IKEA shoppers the opportunity to make life-changing choices


DDB Dubai
Dubai, Vereinigte Arabische Emirate
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There’s a new addition to Al-Futtaim IKEA’s in-store displays in Dubai. It’s called “The Giving Room” and it offers retail shoppers a unique opportunity to make a meaningful difference in the lives of disadvantaged individuals and families. International humanitarian organization, Médecins Sans Frontières/Doctors Without Borders (MSF), is behind the integrated campaign and retail activation which will run from November 22 through December 23.

“It is amazing to see how each one of us can make a difference, even if the support is minimal, for so many people that are in need of help in the region and the whole world. Doctors Without Borders’ medical teams on the ground are privileged to be given the opportunity to offer medical and humanitarian services thanks to your generosity.” Vasilis Stravaridis, the Executive Director of MSF UAE comments on the initiative.

DDB Dubai worked with MSF and Al-Futtaim IKEA to deliver an experience which seeks to deliver a crucial message about the lack of medical resources in conflict zones and turn awareness into donations.

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

Even the retailer’s iconic product tags will be reimagined throughout the installation to pull back a curtain on some of the heartbreaking truths and 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:

Vinod Jayan, Managing Director at Al-Futtaim IKEA, UAE, Qatar and Oman said, “To live a better everyday life, it is important to have good health and accessibility to basic healthcare. We are honored to be partnering with MSF who are using our store in Dubai Festival City as a means to raise awareness of this very important initiative, The Giving Room. Our shoppers are familiar with the many home furnishing solutions we offer them thereby creating a better everyday life for themselves. But for the first time, the hospital room will encourage them to give back to the world by donating towards medical care to those who need it the most.

Visitors of The Giving Room will ultimately have the chance to provide millions with access to life-saving medical equipment but also a renewed hope for life. All donations made through will support MSF’s mission to provide free healthcare services to those in need, even after the pop-up is closed.

Firas Medrows, Executive Creative Director at DDB Dubai said, “At DDB, we have a philosophy called ‘emotion at scale.’ Our work is influenced by the human truth that we are guided by things that connect with our heart. The thought behind the campaign is based on this belief. The campaign also stems from our positioning of ‘Unexpected Works.’ It means that the best idea is the one you never saw coming. The Giving Room initiative is a dramatic representation of the lack of medical equipment in conflict zones in a place where people least expect to see it. We believe this will elicit a more emotional response from visitors.”

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

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