Google Cloud Next

Google Cloud Next: A Best-in-Class Brand Experience
Google Cloud Next is Alphabet’s premier flagship event, bringing together over 30,000 industry leaders, developers, and technology professionals to shape the future of cloud innovation. Tasked with translating Google Cloud’s brand promise—A New Way to Cloud—into an immersive, high-impact experience, GPJ created a seamless, exploratory journey that engaged attendees in uniquely Googley ways.

Crafting an Intuitive and Immersive Experience
To ensure Next was as intuitive and helpful as Google Cloud itself, we studied public space navigation—like city streets and airports—to design a smooth, user-centric flow. We built the event around a three-step attendee journey:

Imagine – Sparking curiosity through bold storytelling and thought-provoking AI-powered visuals.
Learn – Deepening knowledge with interactive sessions, demos, and expert engagements.
Build – Encouraging hands-on collaboration with Google Cloud to co-create solutions.

Showcasing AI and Innovation
At the heart of the expo, the Google Cloud Showcase transformed a 35,000 sq. ft. space into an “AI-generated city,” illustrating how AI-powered solutions drive real-world impact. The Innovators Hive featured a “Dark Mode” aesthetic tailored to developers, while sustainability efforts repurposed shipping crates into seating hubs—later reused for shipping post-event.

Sustainability-Driven Execution
With a focus on eco-conscious choices, 80% of the event’s builds were rental or reused from previous years. Sustainability initiatives included:
Meatless menus with no beef lunches
Shipping crate reuse for both logistics and seating
Refillable water stations reducing single-use plastics
Badge recycling & digital signage reducing printed materials

A Historic and Sustainable Celebration
For the Allegiant Stadium concert, GPJ partnered with the venue to close the Hacienda Bridge, reducing the need for transportation. Inside, the venue's 5,400 digital screens replaced print graphics, and plant-based alternatives enhanced sustainability-friendly F&B options.

A Resounding Success
With a glowing endorsement from Google Cloud CEO Thomas Kurian—calling it one of the most well-executed conferences in his 27+ year career—Next set a new standard for innovative, sustainable brand experiences.