Splunk .conf welcomed thousands of customers, partners, and developers to the Boston Convention & Exhibition Center for the company’s flagship user conference.

As Environmental Creative Director, I led the creative vision for the attendee experience, translating Splunk’s brand evolution into an immersive environment that made complex technology approachable, memorable, and highly engaging. The client challenged us to increase product discovery, strengthen partner visibility, improve wayfinding, and create more opportunities for attendees to connect beyond traditional expo interactions.

Our response was Splunk City—a stylized urban environment where familiar architecture and theatrical storytelling transformed the pavilion into an intuitive, explorable destination. Five platform demo neighborhoods, each anchored by Splunk’s signature gradient palette, provided clear navigation while encouraging product exploration. Immersive theaters, interactive sponsor activations, networking hubs, retail moments, gaming experiences, and hospitality spaces created a seamless journey that balanced education, entertainment, and community.

By approaching the pavilion as a living city rather than a convention floor, the experience increased engagement, encouraged exploration, and reinforced Splunk’s position as an innovative, customer-focused technology leader.