A new strategy to control the flow of surface plasmon polaritons at metallic surfaces is presented. It is based on the application of the concept of transformation optics to devise the optical parameters of the dielectric medium placed on top of the metal surface. We describe the general methodology for the design of transformation optical devices for surface plasmons and analyze, for proof-of-principle purposes, three representative examples with different functionalities: a beam shifter, a cylindrical cloak, and a ground-plane cloak.