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 designed The Urban Hike, a 125,000 square foot immersive experience for 5,000 event professionals. Inspired by seven Bay Area neighborhoods, the experience transformed the venue into a living narrative built around movement, discovery, and sensory immersion. Designed to surprise even the most seasoned attendees, the event blended storytelling, entertainment, cuisine, and environmental design into a fully immersive journey through the culture and energy of San Francisco.
PCMA: Convening LEaders
As Environmental Creative Director for Splunk’s .conf over the past three years, I helped lead the transformation of the Boston Convention Center into “Splunk City,” a fully immersive urban-inspired environment designed around storytelling, discovery, and audience engagement. The experience blended nostalgic architectural references with theatrical world-building, using branded wayfinding, interactive demo environments, entertainment-inspired theaters, and communal gathering spaces to create a cohesive experiential narrative. Designed at a massive scale, the project demonstrated how environmental storytelling can transform a conference into a living, emotionally resonant world.
Splunk: .conf25
At ServiceNow Knowledge at The Venetian Resort, I helped shape the creative direction for an immersive conference experience designed for more than 20,000 global attendees. The focus centered on elevating the attendee journey through refined networking environments, executive hospitality spaces, interactive demos, and large-scale experiential storytelling. Anchored by premium executive lounges and hospitality-inspired meeting environments, the experience blended thoughtful environmental design, wayfinding, and social interaction to create a sophisticated and highly connected conference ecosystem.