The platform.
This is The Platform. Large-scale conferences, brand summits, and global gatherings conceived as immersive, experience-driven ecosystems. Where content, environment, and audience journey are intentionally orchestrated into one cohesive narrative. From the first point of arrival to the final closing moment, every touchpoint is designed with purpose: spatial flow, stage design, networking environments, and brand integrations working in harmony to guide energy and engagement.
For the opening reception of a three-day conference in San Francisco hosted by SF Travel and PCMA, I was tasked with designing an experience for 5,000 event professionals, an audience that had “seen and done it all.” What others viewed as an impossible feat, I saw as an opportunity to surprise. The result was The Urban Hike, a 125,000-square-foot immersive journey through seven Bay Area neighborhoods, each interpreted from a local’s perspective rather than a tourist’s lens. Every zone carried its own distinct energy, décor, cuisine, and entertainment, from The Waterfront, where oysters and champagne were served by an aerialist mermaid descending from the rafters, to Chinatown, where a spontaneous 40-foot LED dragon stormed through the crowd. Designed around movement and discovery, the experience relied on spontaneity and the unexpected, catching even the most seasoned event designers off guard and reminding them what true immersion feels like.
PCMA: Convening LEaders
I’ve had the privilege of serving as Environmental Creative Director for Splunk’s .conf for the past three years, and this year’s design at the Boston Convention Center was our most ambitious yet. The team transformed the entire pavilion into Splunk City, a surreal yet nostalgic urban environment blending architecture, familiarity, and theatrical drama. At the heart of the city were five core platform demo spaces, highlighted through Splunk’s vibrant gradient palette used as intuitive wayfinding against a darker, monochromatic cityscape. The experience extended into theaters inspired by real-world venues: a movie theater, drive-in, amphitheater, and playhouse, alongside oversized street-sign wayfinding, an arcade, park spaces, retail moments, and communal dining areas with picnic tables and Adirondack seating. It was a fully immersive world that felt both recognizable and unexpected and a testament to the vision, craft, and collaboration of an extraordinary creative team.
Splunk: .conf25
At ServiceNow Knowledge, hosted at The Venetian Resort, more than 20,000 global attendees gathered for three days of enterprise innovation and connection. From a creative direction standpoint, the focus centered on elevating the executive journey through refined networking environments, theaters, keynote overflow, brand partnerships, and hands-on demos. Two flagship spaces defined the experience: the Meeting Center, transformed into a boutique hotel–inspired conference hub with crafted coffee bars and layered seating vignettes, and the Executive Circle, a 25,000-square-foot premium lounge featuring elevated furnishings, sculptural greenery installations as wayfinding, curated F&B, and a private theater for VIP keynote viewing, together creating a sophisticated executive ecosystem within the larger conference.