Dreamforce 2026 | executive summit
salesforce

Project Type:
Executive Summit & Branded Hospitality Experience

Role:
Creative Director

Scope:
Masterplanning through Onsite Execution

Project Description:
Led creative direction for Salesforce’s Dreamforce 2026 Executive Summit, shaping an elevated hospitality experience for C-suite guests across arrival, lounge, meeting, and gathering spaces. Directed the creative experience from masterplanning and concept development through design coordination and onsite execution, balancing Salesforce’s bold brand expression with functionality, flexibility, and a refined executive aesthetic.

My Responsibilities:

  • Creative Direction & Client Alignment

  • Masterplanning & Spatial Planning

  • Furniture, Decor & Material Direction

  • Custom Fabrication Design

  • Graphic Coordination

  • Lighting Design Intent

  • CAD & Technical Coordination

  • Onsite Art Direction & Installation Oversight

Agency:
George P. Johnson

Entry hallway

Concept & Design Intent

Final Experience

ENTRY DESK & LOUNGE

Concept & Design Intent

Final Experience

NETWORKING CAFE

Concept & Design Intent

Final Experience

AMA LOUNGE

Concept & Design Intent

Final Experience

EXECUTIVE ROUND TABLE LOUNGE

Concept & Design Intent

Final Experience

EXECUTIVE ROUND TABLE ROOMS

Concept & Design Intent

Final Experience

REFRESH BAR

Concept & Design Intent

Final Experience

main theatre

Final Experience

Key Contributions

  • Led creative direction for the Executive Summit from early planning through onsite execution.

  • Developed and refined the overall masterplan, balancing guest flow, programming, meeting needs, and spatial experience.

  • Directed furniture, decor, material, lighting, media, and graphic intent to create a cohesive executive environment.

  • Art directed concept development and visualization across multiple Summit spaces and experience touchpoints.

  • Designed and guided custom fabricated elements, ensuring creative intent carried through technical development and production.

  • Coordinated closely with CAD, graphics, production, and client teams to translate the creative vision into a buildable final environment.

  • Maintained consistency across multiple lounges, meeting spaces, arrival moments, and hospitality areas while adapting to operational and venue constraints.

  • Provided onsite art direction and oversight to help ensure the finished experience aligned with the approved creative vision.

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All images courtesy of Salesforce