dreamforce 2024
I was Creative Lead over 3 different zones for DF24; Salesforce's yearly conference and festival that brings the whole global community together for learning, connecting, and having fun. This three-day event is filled with inspiring keynotes, hands-on workshops, interactive sessions, and live demos. It’s a chance for Salesforce pros to share their experiences, learn from each other, and dive into the latest trends and innovations shaping business technology today.
All worked created at GPJ
Creative Direction • Experiential Design
Dreamstore
Dreamstore is the merchandise area for Dreamforce. We transformed this 5,000 sq. ft. space into an inviting, shoppable experience for attendees. Collaborating closely with the Salesforce team, our main objective was to ensure the store and its merch made a strong impression on campus.
To create a striking entrance, we used fabricated iridescent vinyl waves, which tied into the overall event theme by symbolizing streams of data. This design feature, which we called the "shoreline," set the tone for the store’s entrance. We also outlined the store’s boundaries with character cutouts, hanging clouds, and strategically placed plants and foliage to enhance the space’s ambiance.
Inside, the focus was on making the store functional and visually appealing. We ensured the center of the store showcased Salesforce products clearly, with accessibility in mind, and made it easy for brand ambassadors to restock and maintain. A large back wall served as a space for vibrant graphics, as well as a focal point with a t-shirt display, which also doubled as the store's large back-of-house area.
To level up the experience, we added a colorful merchandise window near the entrance to catch the eye of passersby, with 2D clouds hanging over custom-wrapped pedestals in the DF24 brand colors to display high-selling items from the store.
The result?
The store exceeded expectations. With a stretch goal of $275k in sales, we surpassed that in under 48 hours. By the final day of the event, we had reached an impressive $490k.
Creative Director: Lindi Koprivnikar
Producer: Lindsay Gowens
3D Designer: Jessica Lauer
Mindfulness Meadow
Mindfulness Meadow is the perfect spot on campus when you need a break from the hustle and bustle. It’s a peaceful oasis designed for attendees to relax and find their zen. Using Molo Walls, we transformed the space into a warm and inviting meadow where meditation sessions were led by Monastics from Plum Village.
We created intimate breakout areas for smaller, private sessions, as well as a prayer room to ensure people of all religions and cultures felt welcome. The highlight of the space was the reflection pond that mirrored the Monastics' stage. Surrounding the pond were tree stumps where attendees could sit, write messages on colorful cards, and hang them from a tree. As the event went on, the tree "bloomed" with beautiful notes of gratitude and love, creating a truly special atmosphere.
Creative Director: Lindi Koprivnikar
Producer: Janel Stewart
3D Designer: Jessica Lauer
Braindate
Braindate is one of the few outside partners featured at Dreamforce, offering a web-based platform that helps people connect and share knowledge during events. My job was to design their space to feel warm and welcoming while keeping with the "superbloom" theme of our zone.
We created custom life-size flowers and used branded gobos to give the room a more intimate, personalized feel. Uplighting made the flowers glow, adding to the vibe, and we mixed and matched furniture to create a cool, laid-back aesthetic that encouraged easy conversation between attendees.
Creative Director: Lindi Koprivnikar
Senior Producer: Nora Neustadt
Production Coordinator: Hannah Barnes