Agentforce has become one of Salesforce's most important AI stories, and Dreamforce 2025 needed to prove what the agentic system could actually do.
The challenge was moving beyond abstract demonstrations and bombastic proclamations of agentic AI to show how the technology operates within actual business workflows across industries.
Our objective was to create an immersive environment where attendees could experience Agentforce embedded in familiar contexts, including retail, healthcare, education, automotive, hospitality, and consumer goods, while making the tech feel accessible and immediately relevant to diverse business functions.
And we had to raise the game: we had wowed on experiential metrics for Dreamforce 2024, our first year leading the conference experience. We aimed to raise the stakes, drastically scale the number of brand partners exhibiting across the event, and transform Agentforce from a technical concept into something attendees could touch, test, and understand through direct experience.
We also faced significant operational hurdles: coordinating dozens of partner brands with varying technical readiness, ensuring live AI demos would perform reliably at scale under real-world conditions, and designing experiences that resonated equally with C-suite executives and hands-on practitioners, design structures engineered for reusability and repurposing while creating an environment where the venue, flow, and surrounding spaces mattered as much as the content itself - all within compressed timelines and across a sprawling venue footprint.
LFL built a full city inside the event, a working environment where attendees could step into industries and see how Agentforce powers the businesses of the future.
Agentforce City was modeled after the American Main Street and featured 17 branded environments and 32 demos, each showing how AI is embedded in real-world workflows. Participating brands included Equinox, Lululemon, Volkswagen, Pandora, and PepsiCo. We designed and engineered the physical-digital ecosystem that made Agentforce tangible to tens of thousands of attendees.
The Experience
Seventeen storefronts formed the backbone, built across a footprint the size of a football field and a half using research-driven design to recreate familiar brand environments. Equinox carried its signature eucalyptus scent and lighting style. UChicago Medicine operated like an active clinical space. PepsiCo's bodega tracked inventory and changed promotions based on real-time conditions. Every detail reinforced the idea that Agentforce empowers the work people do every day.
A fourteen-foot Activation Tower, a steel structure with interactive touchscreens, initiated each visitor's personalized journey, connecting them to the most relevant industry track. From there, the environment functioned as one narrative system with unified light, sound design, and a purple signature marking every Agentforce interaction.
Three enormous pagodas represented the Agentforce powergrid and denoted the industry demo zones. A dedicated Salesforce-on-Salesforce space anchored the AI story through large metal structures and motion storytelling content.
Hands-on moments made the technology feel personal. DeVry University created LinkedIn-ready portraits. Lennar offered a home-design interface. Pandora engraved charms for four hundred attendees. 57,000 themed pins were distributed across storefronts, tracking progress and rewarding those who completed all locations.
Every structure, from pagodas to storefronts, was engineered for reusability, with aluminum framing and modular steel supports designed to travel and be repurposed, ensuring sustainability matched the scale of ambition.
Agentforce City expanded from six customer stories the previous year to seventeen and became one of DREAMFORCE’s most visited and photographed destinations. We drove 16,000 digital scans across roughly 6,200 visitors – a 1,376% increase over 2024 – signaling that attendees weren’t just observing, but testing the system and walking away with a clear sense of how Agentorce functions in real workflows and supports the choices they make every day. Customer success became something you could touch, walk through, feel, and believe. Per Ariel Kelman, President and CMO of Salesforce, and Erin Oles, VP of Brand Experiences, the activation “resulted in our highest engagement levels ever,” and fundamentally changed the quality of engagement and sales conversations.”
“The response was unprecedented, and the impact undeniable – which is why we're now scaling this experience globally as a cornerstone of our 2027 events strategy,” added Oles.
