Mall of Emirates Calls Attention to Climate Change with Tree That Lights on Fire

By Kyle O'Brien 

In an area of the world not exactly known for its sustainability efforts, one shopping center in the Middle East is calling attention to the dangers of climate change with a Christmas tree that becomes engulfed in flames.

Mall of the Emirates in Dubai features a giant LED Christmas tree, and it’s using its electric greenery to highlight the danger of more frequent wildfires brought about by drastic climate change.

MullenLowe MENA created a 100% carbon neutral, 8-meter tall LED tree to deliver the message and essentially flip the script on Christmas tree lighting ceremonies. A video shows the tree in its Christmasy splendor, then the screens go up in flames as the sound crackles with fire. A message then states the reason for the fiery transformation.


As a part of the initiative, the mall and its holding company Majid Al Futtaim invites the nation to make a pledge to live more sustainably. For every pledge made, the mall will plant a tree on the person’s behalf.

Mall of the Emirates counts itself as a leader in sustainability. Since the start of its green journey, which kicked off 15 years ago, the mall has succeeded in a 7% reduction in water usage, 4% reduction in carbon emissions, a 32% increase in recycling rate and generating more renewable energy.