Slack | Experiential Space: Programming, Physical Build/Interior Design, Merchandising, Digital Content

Apr 11

The Challenge:

To create an inviting educational space that enables users to experience Slack's capabilities firsthand. As Slack's first branded built environment showcasing its customer-centric approach, this project was nothing but—ambiguity. Translating abstract software features into tangible interactions required reimagining how users could physically interact with a digital product while maintaining the warmth and functionality that defines Slack's brand.

My Role: Senior Experiential Creative Producer, Creative Operations

As Slack's first experiential producer, I translated digital brand values into physical environments. I sought and secured internal partners for a project that demanded cross-functional contributions, yet wasn't on department's roadmaps.

Bridged creative vision with technical implementation constraints
Adapted digital brand elements to three-dimensional spaces
Navigated ambiguity to create clear project frameworks
Balanced educational goals with community-building functions

Results:

Delivered $7M customer education experiential space (3,000 sq. ft.) on time and within budget

Created modular environment with 6 interactive digital content modules designed for intuitive product education
Established experiential design protocols enhancing team efficiency
Completed project in March 2020—just as pandemic restrictions prevented public launch

Creative Partners:

OMFGCO | Architecture / Interior
R/GA | Content
O+A | Permitting + Legal
SC Builders | General Contractor