Ibn Battuta Mall goes Blue

Scheduled to take place from 4th to 6th June 2008, between 12 noon and 8 pm each day, the event will be opened with a special VIP screening of critically-acclaimed documentary The 11th Hour.

'In the aftermath of hard-hitting documentaries like 11th Hour and Inconvenient Truth, there is a greater awareness of the perils of environmental depletion amongst the general population. The Blue Fair provides organizations with an environment friendly agenda a forum to showcase their initiatives, while giving people the know-how to maintain the precarious balance between progress and preserving nature,'

stated Marc Jones, Marketing Manager, Ibn Battuta Mall.

Nakheel's Think Blue initiative, the main sponsor of the event, will be using the Blue Fair to promote its global campaign to think and act in a manner that preserves the environment, society and the quality of life for all.

Other exhibitors include local organizations, like DEWA, ENOC, Al Boom Diving and Emirates Green Building Council.

'We are happy to be associated with the Ibn Battuta Mall Blue Fair as it echoes our motto that development is dependent on a healthy environment. Events like the Blue Fair help increase the transparency of Nakheel's socially responsible initiatives and gives us a window to communicate directly to our end-consumers,' stated Sandy Mercer, Head of Marketing, Shopping Mall division, Nakheel Retail.

The mall will inaugurate its maiden 'blue' ventures with the DEWA-sponsored screening of 11th Hour.

The documentary, narrated by Leonardo Di Caprio, explores the far-reaching effects of an increasingly materialistic global lifestyle on the environment.

With a focus on retaining environmental stability, the documentary is a call to tone down the demands of consumerism.

'Considering the catastrophes unleashed around the planet recently, it is time we took the lessons nature is teaching us very seriously', stated Jones.

With tie-ups with some of the city's biggest names, Ibn Battuta Mall's Blue Fair will include the distribution of environmentally friendly bags to its customers and the setting up of recycling bins around the mall.

In addition, the mall plans to donate part of its profits to a blue initiative, by a non-governmental organization, of its choice.