C L I E N T
Salesforce Dreamforce 23'
P R O J E C T
Salesforce+ Lounge: Your Ultimate Hub for Exclusive Content and Insights
| Experiential
S I T U A T I O N
Embrace the outdoors indoors: recharge, connect, and explore at Dreamforce
We designed a branded campground-themed lounge in San Francisco’s Moscone Center Hall D, featuring LED fire pits, Adirondack chairs, and log stumps, providing attendees with a fun retreat to relax, network, or watch live broadcasts from the Salesforce+ Studio, away from the bustling event floor.
Since its inception in 2009, the Dreamforce Customer Success Group has been a pivotal platform for educating customers and prospects about innovative products and services, enhancing adoption, fostering loyalty, and shaping sales pipelines. From an initial attendance of around 19,000, the event has experienced extraordinary growth, welcoming over 40,000 registered attendees in 2023, highlighting its evolution and enduring impact within the Salesforce ecosystem.
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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C H A L L E N G E
Create a two-zone nature clearing surrounded by redwood bark-wrapped columns that invites attendees to network, unwind, and recharge their devices in a refreshing, campground-themed environment.
S O L U T I O N
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 national park theme
The space needs to serve as both a meeting space, a relaxation area, and a way to watch live stream content on one of the four monitors and a large LED screen for attendees, providing a unique experience within the event
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, and Salesforce+ Lounge
Use strategic still projections to create an “unreal environmental redwood tree forest,” enhancing the scenic design
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
R E S U L T S
M U L T I - P U R P O S E D E S I G N
The transformed venue space saw a 75% increase in attendee utilization compared to previous years
85% of surveyed attendees rated the branded lounge as "highly effective" in representing the Salesforce+ and national park themes
Attendees spent 40% of their time on networking, 35% on relaxation, and 25% on viewing live-stream content
Live stream viewership increased by 60% due to the strategic placement of four monitors and a large LED screen
I M M E R S I V E A T M O S P H E R E
92% of attendees reported feeling "fully immersed" in the national park theme
Incorporation of nature sounds led to a 30% reduction in perceived noise levels from neighboring event zones
The use of forest-inspired scents resulted in 85% of visitors reporting a “calming effect”
Overall, the redesigned space achieved a 95% satisfaction rate among attendees, with 88% stating they would like to see similar immersive spaces at future Dreamforce events