C L I E N T

Salesforce Dreamforce 23'

P R O J E C T

Dreamstore: Shop the force

 

| Experiential

 

S I T U A T I O N

The unique destination 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. Each item tells a story of Salesforce’s journey, from CRM pioneers to AI innovators. The store blends retail with education and brand storytelling, reinforcing customer loyalty and driving product adoption. It’s 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 an engaging experience by creating a playful break for attendees, fostering stronger connections with them.

The self-contained footprint needs to include both the front-of-house retail activation and back-of-house storage for restocking.

The setup needs to ensure a world-class retail shopping journey that showcases the merchandise and delights both clients and attendees.

S O L U T I O N

Step deeper into the magic of Dreamforce with an immersive, theme-in-themed shopping experience. We crafted an intimate, visually captivating environment that blends fun and surprise, creating a larger-than-life retail journey full of wonder and delight.

  • V I S U A L I D E N T I T Y

    Implement strategic visual design and space utilization, including the airspace

    Develop a unique sub-theme that introduces a distinctive environment with an innovative approach

    Create a fresh atmosphere that aligns seamlessly with the Dreamforce National Park theme, transforming the area to enhance visual appeal and effectively conceal functional spaces, thus improving the overall retail experience

    Ensure the space captures the attention of attendees from a distance.

    Integrate oversized character cutouts with cattail and reed-style LED lights to attract attendees' attention

R O L E

Creative Director

R E S U L T S

  • V I S U A L I D E N T I T Y

    Wonderland pop-up theme created a unique environment that delivered a fresh approach to the brand experience retail space within the Dreamforce National Park theme.

    The 16ft angled graphic walls provided oversized dynamic visual impact, drawing attendees’ focus as they descended the escalator into lower Moscone South and entered Hall D.

    • These walls also completely obscured the storage and staging area behind them, even from the escalators' view.

    • The Dreamstore walls comprised a combination of graphic fabric walls, display shelving, and tiered larger-than-life graphics

    Dreamstore layered graphics and reed lights were outstanding additions that up-leveled and branded the space

    • These walls also completely obscured the storage and staging area behind them, even from the escalators' view.

    • The Dreamstore walls comprised a combination of graphic fabric walls, display shelving, and tiered larger-than-life graphics

    • 92% of attendees reported positively interacting with the Wonderland pop-up theme

  • M E R C H A N D I S I N G

    The collaboration between GPJ CD and Brandvia (a full-service promotional marketing agency) led to the development of an effective planogram, ensuring optimal exposure and flow of the merchandise mix.

    • Product visibility score: 8.9/10 for the effectiveness of the planogram

  • Y E A R - O V E R - Y E A R G R O W T H

    Final sales were 52% growth over Dreamstore 22’

    Average time spent in themed areas: 22 minutes, up 18% from last year

    Foot traffic to Dreamstore: Increased by 35% compared to Dreamforce 22'