Dreamforce 2026

Creative direction for Dreamforce’s CXO experience, media environments, and International Lounges.

Client: Salesforce

Timeframe: 2026

Collaborators: George P. Johnson

Dreamforce_Entrance_Front
Guest-ready event hall with glowing pendants
Dreamforce Entrance Angled
Dreamforce's luminous planted entrance arch
St. Regis Dreamforce CXO demo gallery
St. Regis Dreamforce lounge in soft daylight
Four blue panels on a stage
Bare front row behind the blue stage
Salesforce lounge reception in balanced light
Inviting mint lounge with cobalt accents
Backlit lounge with city views
Refined oak meeting lounge
Elegant oak table, white chairs, greenery
Dreamforce tasting bar with oak shelves
Elegant media check-in against city views
Dreamforce Entrance Beneath Iridescent Arches
Dreamforce Robot Fist-Bump Installation

The Opportunity

Design the environments where some of Dreamforce’s most consequential conversations would take place. The CXO program hosted many of the event’s most senior C-suite attendees for dialogue, networking, workshops, panel discussions, and hosted content sessions. Alongside it, dedicated media environments and International Lounges supported distinct audiences with different needs. The challenge was to translate Salesforce’s brand into spaces that could serve executive programming, media engagement, and regional connection across multiple San Francisco venues.

The Approach

Partnering with George P. Johnson, we led creative direction for the CXO experience at the St. Regis, media environments at Moscone South, and International Lounges at the Aviary in the Metreon and the InterContinental. The international program served teams from EMEA, Japan, LATAM, and South Asia, providing dedicated places to gather and connect throughout Dreamforce.

Our work brought together spatial planning, environmental design, branded graphics, furnishings, and planting and floral direction. At the St. Regis, the planted entrance framed arrival into an experience encompassing content sessions, executive dialogue, product discovery, and a foliage-filled dining environment. Across the wider program, we developed lounge settings, presentation backdrops, and Agentforce display elements around each space’s purpose, carrying the creative direction through design development and onsite execution.

The Takeaway

A coordinated collection of environments supporting several distinct layers of Dreamforce: C-suite dialogue and learning, media engagement, and connection among Salesforce’s international teams. The work paired a consistent brand presence with spaces shaped around the people using them and the conversations, content, and relationships they were there to advance.