Salesforce Innovation Day
The Idea
Salesforce’s theme of “Dreamforce National Park” is well-known — it’s imaginative, community-driven, and rooted in a sense of wonder. But we knew we couldn’t just lift and shift that idea.
Our job was to reimagine it for this moment, this audience, and this part of the world. So instead of simply adapting it, we conceptualised it to be more immersive — a space that felt open, intuitive, and alive. Every zone, material, and interaction was considered — not just to look good, but to create moments that mattered.
What we did
We approached the event not as a production, but as an ecosystem, where spatial design, audience energy, and brand voice came together in harmony.
1. Spatial & Environmental Design
We transformed the venue into a layered, nature-inspired space — complete with a 360° central tree, thematic zones, and familiar Salesforce icons woven in with subtlety and care. It felt playful, but purposeful. Branded, but not overbearing.
2. Audience Acquisition & Content Creation
No experience works without the right audience. We planned the entire journey — from outreach and invites to the on-ground flow — to make sure we brought together people who were genuinely curious, engaged, and open to connecting. And they showed up in full force.
3. Full-Stack Execution & Show Management
We handled the experience end-to-end, with teams in place to ensure every moment landed just right. It wasn’t just about keeping things smooth — it was about making the entire day feel effortless. Choreographed, yes — but never rigid.
The Outcome
We brought together 550+ attendees from 320+ companies — but more importantly, we built something they wanted to be a part of.
It created a sense of arrival, sparked meaningful connections, and left behind an energy that lingered well beyond the event.