Ecomagination Center in Masdar City

In 2008, Masdar City broke ground and embarked on a journey to become the world’s most sustainable city. Imagination were briefed to create a permanent home and to bring to life in a relevant, contextual way – ecomagination; a sub-brand of GE that seeks to build innovative solutions for today’s environmental problems, while driving economic growth.

The environment is the most enduring and significant narrative of our time, and the task of balancing growth and leaving a better planet for future generations perhaps the most important imperative for governments, businesses and communities.

Planning & Execution

Rather than simply play lip service to this story, or use it as a vehicle for displaying and trying to sell products, we sought to embrace and use this narrative as the foundation of our visitor journey. The GE ecomaginaiton story is brought to life in a jaw dropping 14sqm interactive table, combining physical elements, interactive screens, projection and voice-over.

Effectiveness / Results

Region-wide newspaper and editorial coverage in all major publications.
Covered by Sky News Arabia, Al Jazeera and Al Aribiya News.
Favourable coverage from industry and personal eco-blogs.
Visited by members of the UAE ruling family, the US Ambassador and assorted VIPs.

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The Campaign Asia-Pacific Team