C L I E N T
Salesforce Dreamforce 23'
P R O J E C T
Mindfulness Meadow: Escape the hustle, embrace the peace
| Experiential
S I T U A T I O N
Mindfulness Meadow delivers tranquility amidst innovation at Dreamforce
Mindfulness Meadow, inspired by wellness and balance, has become a calming retreat at Dreamforce. Offering a peaceful space for reflection and connection, it integrates mindfulness within the fast-paced tech event, reflecting Salesforce's commitment to personal well-being alongside innovation and growth. A true oasis amidst technological advancement.
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
C L I C K T O E N L A R G E I M A G E ↓
Photographs
C L I C K T O E N L A R G E I M A G E ↓
Signage
C H A L L E N G E
The success of Mindfulness Meadow 2022 set the benchmark in which to repeat the same design while adding some enhancements for those repeat attendees.
Mindfulness Meadow is designed as a retreat for attendees to step away from the exhilarating yet hectic conference atmosphere, providing a space for peace and tranquility through meditation, relaxation, and prayer. This serene area encourages reflection, allowing participants to enjoy quiet moments away from the hustle and bustle.
S O L U T I O N
We designed Mindfulness Meadow as a dedicated sanctuary for like-minded Trailblazers, fostering connections and conversations focused on wellness and personal growth at Dreamforce 2023, providing attendees with a serene escape from the event’s exhilarating pace.
C A L M I N G E N V I R O N M E N T
The design focuses on creating a calm and zen atmosphere through natural elements, soft lighting, and comfortable seating arrangements, fostering a sense of peace
Craft a thoughtfully designed space not only enhances the overall Dreamforce experience but also reinforces Salesforce’s commitment to fostering a supportive community where attendees can thrive both mentally and socially
R O L E
Creative Director
R E S U L T S
Mindfulness Meadows is designed to create a calm, serene, and zen environment, making it the perfect escape for attendees to meditate, pray, or simply relax during their Dreamforce 23 experience.
C A L M I N G E N V I R O N M E N T
Featured a tranquil clearing that incorporated visual elements, sounds, scents, and textures
The space featured live plants, a calming waterfall, meditation cushions, and cozy sofas
The area featured a spacious central meditation zone that accommodates over 60 participants, along with five private breakout spaces designed for intimate group discussions and meditation sessions for up to six individuals
85% of visitors reported reduced stress levels after spending time in the space
An average dwell time of 30-60 minutes, 40% longer than pre-2019
92% of attendees rated the atmosphere as “very calming” or “extremely calming”
A 30% increase in meditation session participation compared to previous years