Immuta Lounge

Snowflake and Databricks are Immuta's two largest partners, and the Lounge is where that relationship shows up physically: a space away from the show floor where customers, ranging from engineers to the C-suite to data governance teams, can slow down, talk through real data provisioning challenges, and hear from other people solving the same problems.

Immuta's flagship brand activation runs twice a year at Snowflake Summit and Databricks Data+AI Summit in San Francisco, and gets fully rebuilt each cycle. I designed and own the entire motion system and assist with the environmental system for the venue.

• Motion graphics: across 22+ screens, mapped by sales play across three rooms
• Environmental design: signage and physical touchpoints throughout the space
• Production: promotional materials and art direction for summit recap video

This is the third year running the Lounge in this space, and each cycle sharpens the approach. An earlier version gave every screen its own distinct video, a technical and coordination challenge that read as cluttered once built. This cycle, I pushed for a simpler approach: every screen in a room plays the same content, one system per room rather than per screen.

• Screen content: 10-15 second looping sequences across Immuta's four core sales plays, Policy Based Access Control, Data Request Workflow, Agentic Data Access, and Comply
• Room mapping: the Main Room runs Workflows, Apps, AI, and Connectors content; the Howard Room carries Customer and Partner Testimonials; the Entrance handles Speaking Sessions and wayfinding
• Environmental design: signage and physical touchpoints for every key moment, welcome events, executive roundtables, hands-on demo sessions, and the Data Leaders Supper Club
• Promotional production: LinkedIn static and video content, and social amplification
• Video direction and production: remotely art directed the video production with an in-house videographer and produced relevant, timely social recap videos

The system gets reimagined each event cycle: new product demos, new sales themes, and a social strategy to promote the events during the Summits.

Three years into running this space, each cycle has been simpler and more focused than the last:

• Themes: the first cycle led with partner messaging, the next with product releases, and the latest with Immuta's core sales plays.
• System: one piece of content per room instead of per screen, a change shaped by what the venue's AV setup could actually run.
• Scope: a smaller design package every cycle, so the team spends its time on the content instead of the coordination.