CORPORATE HEADQUARTERS / GLOBAL CONTENT PROGRAM
Salesforce Towers Worldwide
The original Salesforce lobby content program, expanded from three San Francisco lobbies to 11 large-format displays across eight global cities.cFire designs and delivers enterprise-wide experiences and digital solutions for lobby LED video walls at architectural scale.
CLIENT
Salesforce
LOCATIONS
Eight global cities
SCALE
11 large-format displays
CFIRE ROLE
Strategy, creative direction, original content, deployment and ongoing programming
The Opportunity
Salesforce wanted its prominent lobby displays to become more than architectural screens. The opportunity was to create welcoming, memorable experiences that brought nature, art, brand and community into the daily life of each tower.
The program also needed to work across different buildings, screen geometries and local contexts without losing a recognizable Salesforce identity.
CFIRE's Solution
CFIRE leadership led strategy, the client relationship and executive production for the original lobby program at Obscura Digital. The work continued through CFIRE, expanding the program across new towers and developing original content for an evolving global network.
CFIRE established a flexible programming model combining biophilic scenes, digital art, branded moments and locally relevant content throughout the day.
One System. Distinct Places.
The Salesforce Waterfall and Redwood Forest became defining expressions of the program. Additional visual worlds, seasonal moments and brand experiences extended the vocabulary while keeping each location fresh.
Every scene was composed, adapted and mastered for its architecture and viewing conditions. This allowed the program to scale across San Francisco, New York, Chicago, Atlanta, Dublin, Tokyo, Hyderabad and Sydney without becoming generic.
What CFIRE Delivered
Experience strategy and global program development
Creative direction and original large-format content
Biophilic nature, digital art and branded experiences
Adaptation and mastering across unique display formats
Continuing content development and programming
Impact
Expanded from three San Francisco lobbies to 11 displays across eight global cities
Created a recognizable global lobby experience with room for local variation
Earned a Communication Arts Award of Excellence in Environmental Graphics
Turned the San Francisco lobby into a public attraction as well as a workplace experience
Project Note
The original Salesforce lobby program was created at Obscura Digital, where CFIRE leadership was responsible for strategy, the client relationship and executive production. CFIRE continued and expanded the work through original content, global deployment and long-term programming.
Building a Headquarters Media Program?
CFIRE defines the experience, creates the content and establishes the operating model that keeps it relevant across locations and over time.
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Learn more about the Salesforce Tower Sydney LED video wall featuring custom CFIRE content here.
Please see the Communication Arts award for the original Salesforce Waterfall, created by our team here.
For more on the fundamentals of LED video wall content please see our CFIRE blog, CFIRE website, and recent repost on Sixteen-Nine