Agentforce City: A Global Blueprint for Engagement

When you’re handed the keys to nearly two football fields of prime real estate at the world’s largest B2B event, you don’t just build a booth. You build a destination and a worldwide proof-of-concept.

Redefining Engagement: From observing to doing

The Concept: From Vision to "Main Street"

How do you prove that AI isn’t just a buzzword? You make it tangible. We took the sprawling footprint of Dreamforce and transformed it into Agentforce City—a life-sized, high-fidelity "Main Street" designed to move the needle from conceptual interest to industrial-strength reality.

The Strategy: Success at Scale

This wasn't just a scenic build; it was a strategic masterclass in cross-functional collaboration. By uniting Events Creative, Strategic Events, and Customer Marketing, we created an ecosystem where 17 industry-leading brands showcased live, "boots-on-the-ground" success stories.

Why It Worked:

• Tactile Credibility: 17 unique storefronts demonstrated the breadth of Agentforce across every vertical.

• High-Stakes Visibility: The space became the epicenter of the event, hosting global press and billionaire founders for interviews on Good Morning America.

• The "Diamond" Effect: Salesforce and Left Field Labs thrived under the immense pressure of a global stage to deliver a flawless, immersive experience.

The Global Footprint

What started as the heartbeat of Dreamforce 2025 has evolved into a worldwide movement. Agentforce City is now a touring powerhouse, scaling its footprint to London, NYC, Sydney, Tokyo, and Paris.

The Bottom Line: We didn't just tell the story of Agentforce; we let customers walk through it. It’s no longer a roadmap item—it’s a global reality.

Ok Cool, But What Were the Storefronts?

To create the most engaging story, with dove headfirst into the customer and our relationship with them, understanding each brand, each product usage and each industry. We created a simple storytelling structure.

After learning about our relationship with out customers, attendees were able to trial live versions of Agentforce, no vaporware, no figma prototype, live versions of our real product. THAT WAS EPIC.

We transformed our customer experiences from Passive engagement, infographics with static content, experiences based on loose metaphors to hands-on, active interaction with Agentforce to solve real business problems.

After this narrative journey, attendees were given the chance to play with real agents, like a styling agent from lululemon, a 311 agent to help fix a broken bench with the City of Kyle or Olive, Williams Sonoma’s customer service agent.

Marc Benioff & robot chess too

Frequent Flyer Status

With the success of Agentforce City at Dreamforce 25, we HAD to take it on the road! Taking the storefronts, activations and live Agentforce instances, we made a plan to bring AFCity to Salesforce World Tours in London, NYC and Chicago.

World Tour was also used as a test. As PepsiCo was going to all events, working with LFL, I designed the technology to live in a small, easily transportable wall structure to keep the expensive part consistent and easily reused, while the scenic could be explaned or contracted depending on the space available.

London

Chicago

New York

Third Party Events

We included Agentforce City in third party events like NRF 26, Davos 26 and MWC 26

NRF

Davos

Expanding to teams all over the world

Everyone wants Agentforce City at their event, all over the world. Some teams have expansive budgets to do exciting new builds, while others have more structured spaces with limited additions. To help scale into areas that wanted to highlight customer success, but didn’t have the space for a full storefront, I created guidelines for structures ranging from full city sized stores, to more budget and space friendly walls that highlighted our customers and Salesforce success.

Agentforce City Event Creative Guidelines