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.

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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freedinner6
12 December 2014
Channels / Inspiration
FreeDinner: Journeys versus Adventures

The phrase ‘customer journey’ is bandied around so much these days. It doesn’t matter what type of business you’re in. Everyone’s at it. And rightly so. Understanding how customers come to you and experience you is fundamental, especially in our digital and social age. Understanding customer journeys has spawned an industry in its own right […]

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cake, not just a card
5 December 2014
brands / Identity / Theory
Cake, Not Just a Card

A birthday card on its own, nice though it is to get one, would be a poor way to experience a birthday. What about the presents? The sound of tearing paper. The decorations. The laughter at the party. The smiles and congratulations of friends and family. The taste of the birthday cake! These are just some of the things that make up a good birthday, dare I say a good experience.

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poison
5 November 2014
Inspiration / Theory
The Power of Poison

My introduction to the power of poison began one sunny lunchtime at Lantana, a longtime favourite coffee shop-come-lunchtime haunt a stone’s throw from where I work in Goodge Place, London. I was there to meet Charles Spence, Professor of Experimental Psychology at Oxford University. I had had the opportunity to work with Professor Spence in […]

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brand as destinationPLAY
10 September 2014
brands / Channels
Brand as Destination, Destination as Brand…

We spent last week in Australia kicking off a project with two giants of the property world – Brookfield Property and CBUS – on a near $1bn development, a corporate HQ for their client. It’s an interesting diversion for us. Our work is about creating great destinations – at their most effective, a brand is […]

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the london cabbyPLAY2
26 August 2014
Inspiration
The London Cabbie who Discovered he was a Sculptor

Living in a city, I am conscious that in this fast-moving and frenzied hive there are a host of rich and varied talents which remain hidden. I recently came across one such talent when I got into a cab on the corner of Hatton Gardens and Clerkenwell Road and found myself in the extraordinary miniaturised […]

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experience design is the market stall
19 August 2014
Theory
Experience Design is … The Market Stall

Successful experiential design lies in creating a more intimate and collaborative relationship with our audience but how can we achieve this? I often think that the gap between right ‘thinking’ and wrong ‘doing’ in defining and articulating a brand can be a simple matter of harnessing the satisfaction each of us can gain from the […]

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learning from las vegas
12 August 2014
brands / Inspiration
Learning from Las Vegas

We need to connect with our audiences and our message needs to resonate deeply with them but how to achieve this in a market that is constantly in flux? In focussing on our audience, learning from them and learning about them we can find ways in which to connect with them – and I don’t […]

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freedinner4
12 August 2014
Channels / Inspiration
FreeDinner: On Crowds

The 4th in our FreeDinner series took the theme: Learning from Crowds. Our work is about managing, responding to and engaging crowds. The FreeDinner series allows us to draw on the expertise and opinion of a diverse range of brilliant minds, all offering a diverse perspective on the same theme, as a start point for […]

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