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.
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 […]Read More
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 […]Read More
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.Read More
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 […]Read More
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 […]Read More
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 […]Read More
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 […]Read More
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 […]Read More
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 […]Read More