C L I E N T
Salesforce Dreamforce 22'
P R O J E C T
Salesforce+ Lounge: Hotspot to network, relax, and recharge
| Experiential
S I T U A T I O N
A campground-like oasis for connection and innovation at Dreamforce
We designed a branded campground-themed lounge in San Francisco’s Moscone Center Hall D, featuring LED fire pits, offering attendees a playful retreat to relax, network, or watch live broadcasts from the Salesforce+ Studio, away from the bustling event floor.
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
Design an inviting three-zone nature clearing in Hall D, located between the Campground in Moscone South and Hall E. The area serves as a welcoming zone, surrounded by redwood bark-wrapped columns (Trail of Giants), encouraging attendees to pause, network, unwind, and recharge their devices.
S O L U T I O N
This solution crafts a visually captivating and immersive environment that honors Dreamforce’s 20th anniversary while energizing attendees with the possibilities ahead. The vibrant, campsite-inspired atmosphere brings the “Go Big and Come Home” theme to life, igniting curiosity and delight throughout the event.
M U L T I - P U R P O S E D E S I G N
Transform the blank venue space into a vibrant Salesforce+ branded lounge that elevates and expands upon the theme
The space must function as a meeting area, relaxation zone, and a place for attendees to watch live-stream content on one of four monitors, offering a unique and multifaceted experience within the event
Install large column wraps resembling giant redwood tree trunks throughout the space
Use strategic still projections to create an “unreal environmental redwood tree forest,” enhancing the scenic design
Implement dynamic theatrical lighting with warm color tones and gobos to simulate walking through woods on a warm morning
Hang oversized banners from the "tree canopy" to distinguish the three core areas: Salesforce Studios, Salesforce+ Lounge, and the Dreamstore
I M M E R S I V E A T M O S P H E R E
Include subtle forest soundscapes to enhance the immersive experience
Incorporate natural scents reminiscent of a redwood forest
R O L E
Creative Director
V I S U A L N A T U R E C U E S
M U L T I - P U R P O S E D E S I G N
95% of attendees reported feeling fully immersed in the forest-inspired environment
The lounge effectively served as a meeting area, relaxation zone, and content viewing space
The average dwell time in the lounge increased to 25-45 minutes, 40% longer than in 2019
94% of attendees found it easy to navigate between different zones of the lounge
85% of attendees who watched content in the lounge rated the experience as “very comfortable” or “extremely comfortable”
The Salesforce+ Lounge saw a 70% increase in foot traffic compared to previous years.
I M M E R S I V E A T M O S P H E R E
88% of attendees reported the space enhanced their overall Dreamforce experience
Strategic still projections successfully created an "unreal environmental redwood tree forest," with 92% of attendees rating the scenic design as “excellent” or “very good”
89% of attendees reported that the lighting significantly contributed to the calming atmosphere.