Experience is the Brand.

The degree with which we engage with brands, cities, people or products depends on how we experience them.

This is why we say Experience is the Brand.

FreeState are the world’s leading experience architects.

26 March 2015
channel / Inspiration / Theory
FreeDinner 7: A Personal Experiment

As a precursor to our deeper FreeThinking piece on the recent dinner we hosted to discuss the idea of ‘Think Local, Act Personal’, we thought we’d treat you to an extract from psychologist Kerry-Lyn Stanton -Downes, who turned the dinner into a live laboratory… an experiment to explore the space between us all! We hope […]

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FreeThinking_no play
16 March 2015
Channels / Inspiration / Theory
FreeThinking 2: No Experience, No Sale

At FreeState we believe in the way of the shopkeeper. Those that apply this way of doing things have the customer at heart. An obvious thing to say, but overlooked by so many brands and businesses as the task of creating a profit becomes ever more difficult. It’s a way of doing things oft sacrificed […]

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2 March 2015
Collision = Innovation

As part of our practice we have long been believers of¬†collision as a key moment in experience design. For brands this is important on so many levels for on one hand it is the moment of first contact, which surprises and jolts the senses, on the other it is an organisational ethos that inspires innovation. […]

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think local
17 February 2015
Channels / Inspiration
Think Local, Act Personal

Have a watch. It’s a little teaser film introducing our upcoming FreeDinner evening, an enlightening series of events where three inspiring people share their insights on a topic of our choice. All in the company of 25 friends, clients, colleagues and partners. This time, the theme around which we’ll spin is ‘Think Local, Act Personal’. […]

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17 February 2015
Channels / Theory
FreeThinking 1: Journeys versus Adventures

In December we gathered a group of people together – psychologists, economists, designers, artists and writers – to discuss the theme of ‘Journeys vs Adventures’. Why? Because as experience designers we see brands and businesses talk a lot about the ‘customer journey’. Capturing it. Codifying it. Detailing it to the nth degree. But do customers […]

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12 February 2015
Channels / Inspiration
Conversation with a Creative Leader: Michael Wolff

Welcome to Conversations with a Creative Leader, a series of short conversations with believers in the small experience, with those men and a woman who have made a virtue of learning from the parts in order to properly show the whole. Through their own practice, their art, their efforts, they demonstrate the fundamental importance of […]

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The Choreography of all the Senses
23 January 2015
Channels / Inspiration / Theory
The Choreography of all the Senses

If brands are all about their experience, then the real world is where it’s at when thinking about taking inspiration. And what better place than the ‘market stall’, which, as an experience, choreographs a whole host of senses if not all of them. It has a very specific experience¬†identity, which we think brands can learn […]

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9 January 2015
channel / Theory
Journey to the Beach

The world of experiences can be separated into two. The first are those experiences that are for the moment. That fly in and out of the mind, are sensory and emotional, but fleeting. Then there is the second. Those experiences that are life changing, that create a sense of wonder and meaning, and totally burned into your memory … in a good way I might add.

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sonic breadcrumbs
19 December 2014
brands / Identity / Theory
Sonic Breadcrumbs

In our post from the 5th December we began to explore the need for brands and businesses to draw on all the senses when developing experiences. To move away from the default of just relying on verbal and visual. The comfort blanket for any brand these days. In this post we wanted to excite you […]

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