FreeState is an experience design company. We create experiences that activate places and brands.

Part of international design practice HASSELL, FreeState is a global network of experience designers. Working across physical and virtual environments, and spanning a multitude of sectors, including hospitality,  retail, workplace, education, infrastructure and  urban design, we help create integrated experiences for  the world’s greatest cities,  buildings and brands. We have studios in London, Sydney and Melbourne.


Our Approach

Whether making a single building, a transport hub, a digitally integrated campus, a bank, or indeed an entire  neighbourhood, we begin with people. We work in partnership with the client and the intended user. Together, we storyboard the ideal journey across time. Together we create beautifully relevant destinations. And together, we manage the ongoing experiences of those destinations, ensuring that they remain relevant now and later. In short: We think people. We think programme. We think place.


Our Process

We build experiences around three key consecutive steps.

Experience  Strategy. Working with the client and end-user, we create an experiential plan of action to achieve a specific business goal. Broken down, the strategy includes the delivery of a shared vision for the project, a set of vision-anchoring experience principles, and detailed action plans for bringing the vision to life.

Experience Design. It is what it says on the tin. We help design and deliver the product, process, service, journey or environment, always focussing on the user experience across all touchpoints, physical and virtual. This includes concept, developed and technical design, and production direction.

Experience Management. Crucially, if it’s to stay relevant, the experience requires managing. Together with the client and end-user, and so as to best implement, coordinate and evolve the experience, we help set up an Experience Team, criteria for analysing success, and a plan for ongoing improvement.