Immersive City-Scale Experiential Design
How do you move from showing AI to proving it works?
For Dreamforce 2025, Salesforce needed their Agentforce AI platform to feel tangible while proving it’s intuitive, credible, and valuable at scale. Together, we built Agentforce City: a fully immersive, city-sized world where tens of thousands of attendees stepped inside real customer success stories and experienced agentic AI in action.
Agentforce City turned abstract technology into something you could walk through, interact with, and believe in.
Agentforce City at a Glance
- Designed and built a city-scale immersive environment featuring 17 interactive storefronts
- Brought 23 real customer stories to life through personalized, AI-driven experiences
- Blended experiential design, storytelling, and applied AI to transform Dreamforce from demo to proof
- Created a cohesive, sensory-rich world using light, sound, scent, and physical interaction
Results
Agentforce City drove unprecedented engagement at Dreamforce, turning attendee curiosity into sustained, hands-on exploration across a city built for discovery, personalization, and proof.
17
brand experiences and 32 industry demos
40k+
people experienced Agentforce City in person
+1376%
increase in scans year over year, signaling deep, active participation
A city built for immersion
Agentforce City was designed as a living environment, modeled on an American main street to mirror places people already understand—where everyday services, brands, and moments of exchange naturally live. Light, sound, texture, and scent turned each storefront into a place you could step inside, stitched together into a cohesive cityscape that invited exploration and made the technology feel real.
Making AI tangible and intuitive
AI is easier to understand when you can see it at work. Inside Agentforce City, that meant real moments: the PepsiCo bodega tracked inventory and triggered instant promotions, Engine Travel adjusted bookings in seconds, and Heathrow guided passengers by anticipating needs before they were asked. Each interaction turned abstract capability into something easy to imagine using in people’s own orgs and industries.
Precision, craft, and execution at scale
A city like this only works when every detail holds up. Spanning a footprint the size of a football field and a half, Agentforce City demanded tight alignment across creative, production, and technology, iterating fast and executing with precision to deliver an experience that felt seamless, credible, and worthy of its ambition. Each physical module—storefronts, pagodas, and industry activation tower were built to be durable, movable, and reusable.
