C L I E N T

Salesforce Dreamforce 22'

P R O J E C T

Dreamstore: Shop the experience

 

| Experiential

 

S I T U A T I O N

A New Vision for Exclusive Dreamforce Merchandise

At Dreamforce, the Dreamstore is more than a merchandise outlet—it’s an immersive brand experience. Carefully curated products reflect Salesforce's values, technological advancements, and sustainability commitment. The Dreamstore is a crucial touchpoint that extends the Dreamforce experience, allowing Trailblazers to take home a piece of the Salesforce vision. The Dreamstore transforms attendees into brand ambassadors, ensuring the impact of Dreamforce continues long after the event concludes.

George P. Johnson has partnered with Salesforce since 2009 when attendance was hovering around 19,000. Attendance for 2023 was over 40,000 registered attendees.

 

3D Renderings

 
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Photographs

 
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C H A L L E N G E

​​​​​​​Transform Dreamstore into Experience. Engage attendees and build a stronger relationship with them by creating a playful break from the day. A self-contained footprint where both the front-of-house retail activation and back-of-house storage for re-stocking are located.

S O L U T I O N

A step deeper inside the magic of Dreamforce by creating an intimate, fun, and larger-than-life shopping experience full of surprises. Wonderland theme.

  • A T M O S P H E R E A N D D E S I G N

    We designed a self-contained retail space that seamlessly integrates front-of-house shopping and back-of-house storage.

    A welcoming “wooded glen” atmosphere greets attendees at the store entrance, enhanced by a floor plan that optimizes product visibility and encourages smooth customer flow.

    The entry focal point draws immediate attention, while the “wooded glade” theme is carried consistently throughout the store.

    Dedicated areas for various product categories, including apparel, books, and tech accessories, ensure an organized and engaging shopping experience.

    The Dreamstore walls are designed using a blend of daytime forest fabric panels and redwood vinyl cladding, which covers the slat walls and cabinetry, creating a cohesive, forest-inspired environment while maintaining functionality for product displays and storage.

R O L E

Creative Director

R E S U L T S

  • S P A C E E F F I C I E N C Y

    30% increase in usable retail space compared to the previous layout

    Back-of-house storage capacity increased by 25% while maintaining the same overall footprint

  • C U S T O M E R F L O W + E N G A G E M E N T

    Average dwell time in the store increased by 40% to 15 minutes

    65% of customers explored all product categories, up from 45% in previous years

    Foot traffic into the store increased by 50% compared to 2019 (Pre-Covid)

    Total sales volume increased by 45% compared to the previous year's event

  • T H E M E C O N S I S T E N C Y

    92% of customers rated the store's thematic elements as "very cohesive"

    Social media mentions of the store's design increased by 75%

    80% of customers reported easily finding desired items, up from 60% previously

  • A T M O S P H E R E A N D D E S I G N

    95% of attendees described the store atmosphere as "immersive"

    Time spent browsing increased by 55% in areas with forest-themed wall treatments

    Customer satisfaction scores improved by 30%, with 88% rating their experience as "excellent"