Salesforce Saloon
Salesforce Saloon — Bringing AI’s Wild West to the City
In the heart of Barangaroo, Sydney, we built a full-scale Wild West saloon with a twist—an AI-inspired world designed to stop city-goers in their tracks. Complete with a giant cowboy hat on the roof, misspelt signage, cacti sprouting from timber walls, and even a horse peering from an upstairs window, the exterior was pure curiosity bait.
Step inside, and the saloon unfolded into a sensory playground: the scent of warm wood mingled with something unplaceable, off-key piano tunes drifted through the air, and every corner revealed delightfully strange AI-generated details. From wonky batwing doors and taxidermy rattlesnakes to sleepy cowboy actors and antler-textured walls, the space perfectly embodied Salesforce’s #AskMoreOfAI campaign—encouraging guests to question the obvious and dig deeper into the possibilities.
By blending theatrical design with playful AI touches, the Salesforce Saloon created a space that was fun, inquisitive, and impossible to forget.
How we did this
Our team designed and built a striking, purposefully “off” saloon exterior that stood out in the CBD. From the misspelt signage to the horse peering out from the first-floor window, every element was crafted to draw curiosity. Stepping inside, visitors were immersed in a sensory Wild West experience—off-key piano music, the scent of timber and leather, and subtle AI-inspired details woven into every corner. The bar became the heart of the activation, where guests could connect with Salesforce’s message while enjoying the playful, questioning atmosphere.
Behind the scenes
- Custom-fabricated giant cowboy hat installed on the roof as a hero feature
- AI-generated design prompts used to inspire interior details
- Professional actors in character as saloon staff and patrons to enhance immersion
- Audio design mixing authentic saloon ambience with deliberate “AI glitches” in the soundtrack
- Fully engineered build with a truss structure and marquee
Quirks of the AI Saloon
16-hand horse
split in two parts
1.5 metre diameter
cowboy hat on the roof
over 1000
build hours to create the saloon
“Walking through the city and stumbling across the Salesforce Saloon was wild—I had to stop and check it out. From the crooked signs to the cowboy hat on the roof, it felt like I’d stepped into another world. Inside was even better—quirky, funny, and thought-provoking. It actually made me think about AI in a whole new way, but in a way that was fun and unexpected. Honestly one of the most memorable pop-ups I’ve ever been to.”
Have a wild idea? We’re in!
Contact us today to discuss your project needs and explore creative solutions tailored for you.
