EU at COP29
The briefing
The 29th UN Climate Change Conference (COP29) was held in Baku, Azerbaijan, from 11 to 20 November 2024. For this edition, the EU aimed to establish a strong on-site presence through an innovative pavilion serving both as an exhibition space and an information hub. The objective was to highlight the EU’s leadership in global climate action and engage international audiences around its key policies and achievements.
The solution
For COP29 we designed a dual-purpose pavilion combining an engaging exhibition space with a modular networking area. Digital and interactive elements—such as VR experiences, quizzes, and real-time Copernicus satellite data—offered visitors an immersive experience. A staffed welcome desk and clearly defined thematic zones guided audiences through the EU’s climate priorities. We also rolled out a multi-channel digital strategy and produced rich, multimedia content including a flagship 5-minute video, 14 thematic loops aligned with daily COP29 themes, and a photo exhibition featuring winners of the Climate Pact Ambassadors contest.
The results
The pavilion’s design generated minimal environmental impact exemplifying EU’s commitment to sustainability. High engagement and visitors’ satisfaction are reflected in the pavilion’s great number of daily visitors, their participation in the interactive and the VR experiences as well as their messages in the guestbook. Over 2,000 visitors engaged with the pavilion across 10 days, with daily highlights including VR experiences, interactive content, and 27 hosted meetings. The programme’s QR code received 439 scans, 600 postcards were distributed, and over 80 messages were left in the guest book, reflecting strong visitor interaction.
