FreeState are Experience Masterplanners.

We help businesses, developers, retailers and architects create places and brands (and placesĀ as brands) which are immersive, collaborative experiences which connect audiences.

A great Experience Masterplan starts with an Experience Vision; a rallying cry, a guidingĀ story which describes how your place, your brand, your building, your city will reach out and connect to its most critical stakeholders.

From an Experience Vision, we craft the Experience Programme; two truths inform our work. One; people connect to story (the Experience Vision). Two; we are drawn to the dynamic over the static, the experience over the environment, the journey over the destination.

The Experience Programme articulates the unfolding experience. It is the design of the experience over time; over an hour, a day, a week or year. Or more.

Rounding off, we are Experience Directors. We make places, brands, cities successful through embedding the user first, experience vision into the heart of everything our clients do, from communications, to marketing, to architecture, to design.

Sony

Sony Imagination Made Real

Sony’s Challenge To Us
Create destinations – whether buildings, events, retail, online – which imbue the same magic as the best advertising, whilst exceeding all commercial expectations and drivers.

What We Promised Sony?
Story will rally the business, allowing us to deliver over $100m of project investment faster with more success.
The ‘audience first’ approach allowed us to emotionally engage critical audiences early, investing them in a successful outcome.
Mapping the entire experience through our People/Time/Place map kept audiences and their markets engaged for longer.

Result for Sony
We delivered more sales per user and sq ft than any comparable investment.

Sony

Sony Imagination Made Real

Sony’s Challenge To Us
Create destinations – whether buildings, events, retail, online – which imbue the same magic as the best advertising, whilst exceeding all commercial expectations and drivers.

What We Promised Sony?
Story will rally the business, allowing us to deliver over $100m of project investment faster with more success.
The ‘audience first’ approach allowed us to emotionally engage critical audiences early, investing them in a successful outcome.
Mapping the entire experience through our People/Time/Place map kept audiences and their markets engaged for longer.

Result for Sony
We delivered more sales per user and sq ft than any comparable investment.

Virgin Atlantic

Virgin Atlantic Upper Class Experience

Virgin Atlantic’s Challenge To Us
Create a multi journey, multi purpose, multi stakeholder experience for their flagship location.

What We Promised Virgin Atlantic
Through the lens of People/Time/Place we will map the journeys of the right audience and create a story of their ideal experience.
The right story will drive an innovative human-centred design process unique to them, and unique to you.

Result For Virgin Atlantic
A new type of airport destination which more effectively pulls in new audiences and keeps these audiences engaged for longer.
An award winning icon of great customer experience design.

City of Blackpool

City of Blackpool Dune Grasses

City of Blackpool’s Challenge To Us
Create a place that will excite and amaze residents and visitors alike, and help to spark urban regeneration along the faded promenade.

What We Promised Blackpool
We will help you to re-connect with families with an event place which answers your three core questions:
Why Come Here? Why Stay Here? Why Return Here?

Result for Blackpool
Blackpool’s Tower Festival Headland is a new cultural destination hosting an event’s programme (of temporary and permanent activities) 365 days a year. The iconic Dune Grasses are the internationally recognised centrepiece looking and behaving unlike anything ever could.

Sony

Sony Imagination Made Real

Sony’s Challenge To Us
Create destinations – whether buildings, events, retail, online – which imbue the same magic as the best advertising, whilst exceeding all commercial expectations and drivers.

What We Promised Sony?
Story will rally the business, allowing us to deliver over $100m of project investment faster with more success.
The ‘audience first’ approach allowed us to emotionally engage critical audiences early, investing them in a successful outcome.
Mapping the entire experience through our People/Time/Place map kept audiences and their markets engaged for longer.

Result for Sony
We delivered more sales per user and sq ft than any comparable investment.

Sony

Sony Skybox

Experience Execution

The Skybox was a new area in their Benelux HQ building. It needed to lead VIPs and employees on an experience journey, infused with the feeling of a high end fashion magazine, thereby demonstrating the creative potential of all new products. Enter FreeState.

Sony

Sony Skybox

Experience Execution

The Skybox was a new area in their Benelux HQ building. It needed to lead VIPs and employees on an experience journey, infused with the feeling of a high end fashion magazine, thereby demonstrating the creative potential of all new products. Enter FreeState.

Marks & Spencer

Marks & Spencer Click and Collect Experience Design

Marks & Spencer’s Challenge To Us
Make our multi channel retail experience remarkable! Provide guidance and design development for the delivery of that experience across 800 UK stores.

What We Promised Marks & Spencer?
With you, we will define an Experience Vision which belongs with the Right People and the Right Story, and leads to an approach that increases in-store dwell time and spending.

Result for Marks & Spencer
We are rallying the multiple stakeholders around and ‘Experience First’ approach…Next steps…Live Prototyping!

Sony

Sony Imagination Made Real

Sony’s Challenge To Us
Create destinations – whether buildings, events, retail, online – which imbue the same magic as the best advertising, whilst exceeding all commercial expectations and drivers.

What We Promised Sony?
Story will rally the business, allowing us to deliver over $100m of project investment faster with more success.
The ‘audience first’ approach allowed us to emotionally engage critical audiences early, investing them in a successful outcome.
Mapping the entire experience through our People/Time/Place map kept audiences and their markets engaged for longer.

Result for Sony
We delivered more sales per user and sq ft than any comparable investment.

Sony

Sony Imagination Made Real

Sony’s Challenge To Us
Create destinations – whether buildings, events, retail, online – which imbue the same magic as the best advertising, whilst exceeding all commercial expectations and drivers.

What We Promised Sony?
Story will rally the business, allowing us to deliver over $100m of project investment faster with more success.
The ‘audience first’ approach allowed us to emotionally engage critical audiences early, investing them in a successful outcome.
Mapping the entire experience through our People/Time/Place map kept audiences and their markets engaged for longer.

Result for Sony
We delivered more sales per user and sq ft than any comparable investment.

Virgin Atlantic

Virgin Atlantic Upper Class Experience

Virgin Atlantic’s Challenge To Us
Create a multi journey, multi purpose, multi stakeholder experience for their flagship location.

What We Promised Virgin Atlantic
Through the lens of People/Time/Place we will map the journeys of the right audience and create a story of their ideal experience.
The right story will drive an innovative human-centred design process unique to them, and unique to you.

Result For Virgin Atlantic
A new type of airport destination which more effectively pulls in new audiences and keeps these audiences engaged for longer.
An award winning icon of great customer experience design.

Samsung

Samsung CES 13

Samsung’s Challenge To Us
Develop and implement best practice guidelines for all leading experiential channels – from their workplace environments to their retail journeys – for key markets across the world.

What We Promised Samsung?
We will help you create and direct a central actionable ‘Customer Experience’ vision focussed on the right audience, the right market, and the right destinations.
A vision which holds your customers’ attention for longer so extracting greater value.

Result for Samsung
Right Audience + Right Story + Increased Dwell Time = More Value (14% uplift year on year).

Sony

Sony Imagination Made Real

Sony’s Challenge To Us
Create destinations – whether buildings, events, retail, online – which imbue the same magic as the best advertising, whilst exceeding all commercial expectations and drivers.

What We Promised Sony?
Story will rally the business, allowing us to deliver over $100m of project investment faster with more success.
The ‘audience first’ approach allowed us to emotionally engage critical audiences early, investing them in a successful outcome.
Mapping the entire experience through our People/Time/Place map kept audiences and their markets engaged for longer.

Result for Sony
We delivered more sales per user and sq ft than any comparable investment.

Calvin Klein

Calvin Klein The Box

Experience Campaign

Spearheading CK One’s relaunch, The Box was the means by which we helped a well-known brand re-engage with an audience that had begun to speak a different language.

Channel 4

Channel 4 The Big Four

Channel 4’s Challenge To Us
Help reposition our home and headquarters as a creative hub, with cultural diversity and innovation at it’s heart.

What We Promised Channel 4?
With the right audience front of mind, we will create and articulate the right story, to inspire innovation ideas that are genuinely compelling.

Result for Channel 4
The Big 4 gateway is an ever changing art channel, always on, always telling it’s story.

Sony

Sony Imagination Made Real

Sony’s Challenge To Us
Create destinations – whether buildings, events, retail, online – which imbue the same magic as the best advertising, whilst exceeding all commercial expectations and drivers.

What We Promised Sony?
Story will rally the business, allowing us to deliver over $100m of project investment faster with more success.
The ‘audience first’ approach allowed us to emotionally engage critical audiences early, investing them in a successful outcome.
Mapping the entire experience through our People/Time/Place map kept audiences and their markets engaged for longer.

Result for Sony
We delivered more sales per user and sq ft than any comparable investment.

Calvin Klein

Calvin Klein The Box

Experience Campaign

Spearheading CK One’s relaunch, The Box was the means by which we helped a well-known brand re-engage with an audience that had begun to speak a different language.

Sony

Sony Imagination Made Real

Sony’s Challenge To Us
Create destinations – whether buildings, events, retail, online – which imbue the same magic as the best advertising, whilst exceeding all commercial expectations and drivers.

What We Promised Sony?
Story will rally the business, allowing us to deliver over $100m of project investment faster with more success.
The ‘audience first’ approach allowed us to emotionally engage critical audiences early, investing them in a successful outcome.
Mapping the entire experience through our People/Time/Place map kept audiences and their markets engaged for longer.

Result for Sony
We delivered more sales per user and sq ft than any comparable investment.

Dolby

Dolby Atmos Launch

Experience Execution

With Dolby launching new product Atmos and relocating to London, this had to be an experience that both celebrated the technology that launched Star Wars and warmly welcomed the elite in sound engineering back home – Mr Ray Dolby included.

Nokia

Nokia Agency of Change

Experience Campaign

Even Nokia’s fabled Research Centre required the sort of experience campaign designed to change elite executive hearts, one that would help position it as flag bearer of Nokia and Microsoft’s new relationship.

Sony

Sony Imagination Made Real

Sony’s Challenge To Us
Create destinations – whether buildings, events, retail, online – which imbue the same magic as the best advertising, whilst exceeding all commercial expectations and drivers.

What We Promised Sony?
Story will rally the business, allowing us to deliver over $100m of project investment faster with more success.
The ‘audience first’ approach allowed us to emotionally engage critical audiences early, investing them in a successful outcome.
Mapping the entire experience through our People/Time/Place map kept audiences and their markets engaged for longer.

Result for Sony
We delivered more sales per user and sq ft than any comparable investment.

Sony

Sony Imagination Made Real

Sony’s Challenge To Us
Create destinations – whether buildings, events, retail, online – which imbue the same magic as the best advertising, whilst exceeding all commercial expectations and drivers.

What We Promised Sony?
Story will rally the business, allowing us to deliver over $100m of project investment faster with more success.
The ‘audience first’ approach allowed us to emotionally engage critical audiences early, investing them in a successful outcome.
Mapping the entire experience through our People/Time/Place map kept audiences and their markets engaged for longer.

Result for Sony
We delivered more sales per user and sq ft than any comparable investment.

Sony

Sony Imagination Made Real

Sony’s Challenge To Us
Create destinations – whether buildings, events, retail, online – which imbue the same magic as the best advertising, whilst exceeding all commercial expectations and drivers.

What We Promised Sony?
Story will rally the business, allowing us to deliver over $100m of project investment faster with more success.
The ‘audience first’ approach allowed us to emotionally engage critical audiences early, investing them in a successful outcome.
Mapping the entire experience through our People/Time/Place map kept audiences and their markets engaged for longer.

Result for Sony
We delivered more sales per user and sq ft than any comparable investment.

CBUS and Brookfield

CBUS and Brookfield Telstra HQ

Brookfield’s Challenge To Us
Create a winning destination for Telstra to keep them at the forefront of connectivity, with customers at the very heart.

What We Promised Brookfield?
We will help you understand and attract the target tenants, inspire better leases.
We will create and articulate the right story – to lead the vision and to fast track innovation ideas.
We will help you find greater occupational value.

Result for Brookfield
This targeted vision inspired the client, rallied the team, and led the conception and planning of the AUS$1bn corporate HQ for Telstra.

MCFC

MCFC City Square

MCFC’s Challenge To Us
Create a new match day destination so that more home fans come earlier to the game and stay longer.

What We Promised MCFC
Through a 100 day process of People/Time/Place we will map the match day journeys of the key audience and create a story of their ideal experience.
The right story will fuel innovation ideas that are uniquely ‘sky blue’.

Result for MCFC
Right Audience + Right Story + Increased Dwell Time = More Value > 26% in Year 1.

SpinVox

SpinVox Wishing Well

Experience Identity

As a speech-to-text technology, how could SpinVox make the ephemeral real, touchable, a felt experience?

Sony

Sony Imagination Made Real

Sony’s Challenge To Us
Create destinations – whether buildings, events, retail, online – which imbue the same magic as the best advertising, whilst exceeding all commercial expectations and drivers.

What We Promised Sony?
Story will rally the business, allowing us to deliver over $100m of project investment faster with more success.
The ‘audience first’ approach allowed us to emotionally engage critical audiences early, investing them in a successful outcome.
Mapping the entire experience through our People/Time/Place map kept audiences and their markets engaged for longer.

Result for Sony
We delivered more sales per user and sq ft than any comparable investment.

Sony

Sony Imagination Made Real

Sony’s Challenge To Us
Create destinations – whether buildings, events, retail, online – which imbue the same magic as the best advertising, whilst exceeding all commercial expectations and drivers.

What We Promised Sony?
Story will rally the business, allowing us to deliver over $100m of project investment faster with more success.
The ‘audience first’ approach allowed us to emotionally engage critical audiences early, investing them in a successful outcome.
Mapping the entire experience through our People/Time/Place map kept audiences and their markets engaged for longer.

Result for Sony
We delivered more sales per user and sq ft than any comparable investment.

SpinVox

SpinVox Wishing Well

Experience Identity

As a speech-to-text technology, how could SpinVox make the ephemeral real, touchable, a felt experience?

Swatch

Swatch The Swatch Tower

Experience Campaign

Swatch were releasing their first ever digital product. How could they create an experience campaign that would not just launch the new watch to the world, but do so in a way that tied in sponsorship through digital and physical activities?

Samsung

Samsung CES 13

Samsung’s Challenge To Us
Develop and implement best practice guidelines for all leading experiential channels – from their workplace environments to their retail journeys – for key markets across the world.

What We Promised Samsung?
We will help you create and direct a central actionable ‘Customer Experience’ vision focussed on the right audience, the right market, and the right destinations.
A vision which holds your customers’ attention for longer so extracting greater value.

Result for Samsung
Right Audience + Right Story + Increased Dwell Time = More Value (14% uplift year on year).

Nokia

Nokia Agency of Change

Experience Campaign

Even Nokia’s fabled Research Centre required the sort of experience campaign designed to change elite executive hearts, one that would help position it as flag bearer of Nokia and Microsoft’s new relationship.

Calvin Klein

Calvin Klein The Box

Experience Campaign

Spearheading CK One’s relaunch, The Box was the means by which we helped a well-known brand re-engage with an audience that had begun to speak a different language.

NVIDIA

NVIDIA MWC 14

Experience Execution

NVIDIA is the world leading visual computing brand. The power, adventurousness and freethinking spirit found in their digital products needed to be reflected in their large scale and modular physical tradeshows. Our solution for Mobile World Congress won Best in Show from Tech Week.

Sony

Sony Skybox

Experience Execution

The Skybox was a new area in their Benelux HQ building. It needed to lead VIPs and employees on an experience journey, infused with the feeling of a high end fashion magazine, thereby demonstrating the creative potential of all new products. Enter FreeState.

Sony

Sony Imagination Made Real

Sony’s Challenge To Us
Create destinations – whether buildings, events, retail, online – which imbue the same magic as the best advertising, whilst exceeding all commercial expectations and drivers.

What We Promised Sony?
Story will rally the business, allowing us to deliver over $100m of project investment faster with more success.
The ‘audience first’ approach allowed us to emotionally engage critical audiences early, investing them in a successful outcome.
Mapping the entire experience through our People/Time/Place map kept audiences and their markets engaged for longer.

Result for Sony
We delivered more sales per user and sq ft than any comparable investment.

Sony

Sony Imagination Made Real

Sony’s Challenge To Us
Create destinations – whether buildings, events, retail, online – which imbue the same magic as the best advertising, whilst exceeding all commercial expectations and drivers.

What We Promised Sony?
Story will rally the business, allowing us to deliver over $100m of project investment faster with more success.
The ‘audience first’ approach allowed us to emotionally engage critical audiences early, investing them in a successful outcome.
Mapping the entire experience through our People/Time/Place map kept audiences and their markets engaged for longer.

Result for Sony
We delivered more sales per user and sq ft than any comparable investment.

Sony

Sony Imagination Made Real

Sony’s Challenge To Us
Create destinations – whether buildings, events, retail, online – which imbue the same magic as the best advertising, whilst exceeding all commercial expectations and drivers.

What We Promised Sony?
Story will rally the business, allowing us to deliver over $100m of project investment faster with more success.
The ‘audience first’ approach allowed us to emotionally engage critical audiences early, investing them in a successful outcome.
Mapping the entire experience through our People/Time/Place map kept audiences and their markets engaged for longer.

Result for Sony
We delivered more sales per user and sq ft than any comparable investment.

NVIDIA

NVIDIA MWC 14

Experience Execution

NVIDIA is the world leading visual computing brand. The power, adventurousness and freethinking spirit found in their digital products needed to be reflected in their large scale and modular physical tradeshows. Our solution for Mobile World Congress won Best in Show from Tech Week.

NVIDIA

NVIDIA Make Your Mark

Experience Campaign

Creator of the world’s most powerful visual computing chip, anybody who knew anything about the world of gaming knew about NVIDIA. Beyond this? Few. In one unified experience campaign, how could NVIDIA make the intangible tangible?

Channel 4

Channel 4 The Big Four

Channel 4’s Challenge To Us
Help reposition our home and headquarters as a creative hub, with cultural diversity and innovation at it’s heart.

What We Promised Channel 4?
With the right audience front of mind, we will create and articulate the right story, to inspire innovation ideas that are genuinely compelling.

Result for Channel 4
The Big 4 gateway is an ever changing art channel, always on, always telling it’s story.

SpinVox

SpinVox Wishing Well

Experience Identity

As a speech-to-text technology, how could SpinVox make the ephemeral real, touchable, a felt experience?

Channel 4

Channel 4 The Big Four

Channel 4’s Challenge To Us
Help reposition our home and headquarters as a creative hub, with cultural diversity and innovation at it’s heart.

What We Promised Channel 4?
With the right audience front of mind, we will create and articulate the right story, to inspire innovation ideas that are genuinely compelling.

Result for Channel 4
The Big 4 gateway is an ever changing art channel, always on, always telling it’s story.

Sony

Sony Imagination Made Real

Sony’s Challenge To Us
Create destinations – whether buildings, events, retail, online – which imbue the same magic as the best advertising, whilst exceeding all commercial expectations and drivers.

What We Promised Sony?
Story will rally the business, allowing us to deliver over $100m of project investment faster with more success.
The ‘audience first’ approach allowed us to emotionally engage critical audiences early, investing them in a successful outcome.
Mapping the entire experience through our People/Time/Place map kept audiences and their markets engaged for longer.

Result for Sony
We delivered more sales per user and sq ft than any comparable investment.

Nokia

Nokia Agency of Change

Experience Campaign

Even Nokia’s fabled Research Centre required the sort of experience campaign designed to change elite executive hearts, one that would help position it as flag bearer of Nokia and Microsoft’s new relationship.

Sony

Sony Imagination Made Real

Sony’s Challenge To Us
Create destinations – whether buildings, events, retail, online – which imbue the same magic as the best advertising, whilst exceeding all commercial expectations and drivers.

What We Promised Sony?
Story will rally the business, allowing us to deliver over $100m of project investment faster with more success.
The ‘audience first’ approach allowed us to emotionally engage critical audiences early, investing them in a successful outcome.
Mapping the entire experience through our People/Time/Place map kept audiences and their markets engaged for longer.

Result for Sony
We delivered more sales per user and sq ft than any comparable investment.

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