As a premium entertainment brand, Sony wants 
visitor experiences to be exhilarating ones. 
FreeState’s task is to raise the bar and they 
consistently succeed.
BEN MOORE VP Marketing Communications, Sony Europe
Working with FreeState is a genuine human pleasure.
Rarely in our professional careers do we get the opportunity
to work with people who are so amazing that the natural lines
of client, agency and friendship are blurred.
DOUG MACMILLAN Marketing Director, Nokia Research Centre

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FREEDINNER 5
Why We Like

The 5th in our FreeDinner series: 'Why We Like' really went to the primal heart of our wonderings through the world.

Deep insights into why, how and what we 'like' were shared by Professor of Experimental Psychology Charles Spence, Artist Jeremy Hutchison, Advertising Planner, Mike Phillips, and Microsoft's Scott Schenker

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FREEDINNER 4
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 dinner and discussion. 

This theme was brought to life by author Henry Hemming, academic Benj Pettit,  architect Paul Bavister, and interactive designers KMA

The ongoing FreeDinner series is not only a source of great insight, but great chat, food and drink too, courtesy of Lantana! 

 

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FreeState
Branded Content

Our work is about good, strong, creative ideas. We like compelling stories and narrative journeys. Whether in trade shows, online or in shops, we've always used content - from documentary films, to product promos to animations -  to animate the journey and deepen the experience. We have made content for devices, microsites, retail POS, for 96m curving screens! 

We've decided to formalise this with a new Brand Content division; our team, headed by award winning producer Michelle Eastwood, are working with a range of our clients helping make effective, clever, (and occasionally witty....!) content, which is measurable in its effectiveness and refreshes the parts other communications activities simply don't reach. Honestly. 

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BLACKPOOL
DUNE GRASS

This year we won a Gold Cannes Lion for a Living Landmark in Blackpool. 

The Dune Grasses are the world's largest kinetic sculptures, the size of a ten storey building, yet as responsive as a blade of grass as they wave back and forth in the strong Atlantic winds. 

Their compelling personality was designed as a symbol of a new Blackpool, as bold and charismatic as the city itself, sparking 1000's of online conversations and helping to add to the annual audience of this famous destination. 

In collaboration with LDA Design, Atelier One and City University.  

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SAMSUNG CES 2013

Samsung tasked FreeState with designing and planning of their booth at CES, the principal global event for consumer electronics. 

Samsung's booth, as befitting the world's leading technology company, was the biggest. Our task was immense. 

We won the pitch with a fresh perspective on how their trade shows could work. Our solution grew from their objectives, being more experience led and better telling their whole brand story. 

As a world leader, Samsung should own the show. In 2013, they did. 

Samsung the top brand on twitter during CES 2013. - www.mashable.com

"Samsung seemed to tower over the other competitors." - LA Times

"As a direct result of the show, 88% of participants say Samsung boosted its profile in the tech world." - TrendingNow, January 2013

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FREEDINNER 3
On Storytelling

FreeDinner is our ongoing series of discussion, insight and interesting perspectives. 

Held in the wonderful Lantana, this last evening saw five diverse speakers offer their contrasting views on the theme of 'storytelling environments and digital interactions'.

The speakers - Takero Shimazaki, Edward Hutchison, Zoë Cobb, Ramm Thakara, and James Pallister - offered insights as diverse as the importance of investing time to forge a connection, how mirror neurons shape interpersonal connections, and how postcards save lives!

As ever, diverse speakers, challenging but light hearted debate, fine food and excellent company. 

 

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DOLBY ATMOS LAUNCH

Using Dolby's relocation to a new London HQ as an opportunity to build on their campaign to remind the world Sound Matters. We crafted an experience to re-affirm this story.

Dolby knows the importance of sound to transport the imaginations of an audience. Using Atmos, their highly innovative platform for cinema sound, we created a unique moment of theatre that was joyously monosensory, taking our audience on a journey through Dolby's history and achievements.  

"Sound is our business. We try to inspire our audiences with its potential at every opportunity. The launch gave us a great chance to tell this story and FreeState created a unique piece of theatre to deliver it." 

Catherine Ogilvie. General Manager, EMEA Marketing

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THE ZEITGEIST PROJECT

To deepen our understanding of, and to help drive innovation in, the consumer electronics industry, we launched the Zeitgeist Project.

The industry is driven by a race for newer, thinner and faster products. We wanted to bring the consumer back into this dialogue. The Zeitgeist Project looks at the trends driving consumer behaviour to see how this might inform new product development and new opportunities for the industry. 

The first event, held in Berlin, saw eight internationally renowned speakers offering their views.

Their conclusions can be found in a great piece by BBC Click and on the website The Zeitgeist Project.

Stand by for event number 2....

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LEXUS GS LAUNCH

Inspired by the darkroom experience at the Lexus Showroom in Singapore, FreeState created a unique and rich sensory experience which enhanced the unique and rich features of the new Lexus GS. A pop-up shop, which had never been done before in Singapore's car industry, enhancing the overall sales experience. 

A sound room featured the Mark Levinson audio system used in the Lexus GS, and the darkroom showcased the cars lighting features. The three day event was a success with over 500 media and guests in attendance. 

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Sony IFA 2011 from FreeState Ltd on Vimeo.

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SONY IFA 11

Designing the largest booth at the world's largest electronics fair is, to date, FreeState's biggest and most complicated project, and one we've done for four years now.

This nine month project, a 6,000sqm interactive showcase for the converging complexity of Sony's content included a direct client cluster of 150 Sony directors, creators and managers, involved the creation of a digital platform requiring 7.5 kilometres of cabling, lasted one week and required nearly 300 staff.

Add to this the fact that the space was in effect an ensemble of live happenings, all of which worked in perfect concert, you have on your hands the mother of all projects. We loved it.

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CALVIN KLEIN The Box

When MTV & Calvin Klein asked FreeState to help promote the launch of a new CKOne clothing range in Europe, Asia and Latin America, we designed and toured an intriguing white, mirrored cube around a series of MTV-sponsored underground fashion parties in London, Berlin, Mexico City and Beijing.

Tying in with the overarching brand campaign, partygoers, musicians, models and celebrities were given the opportunity to star in their own CKOne commercial, all filmed within The Box.

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SWATCH SwatchTower

At the 2011 MTV EMAs in Belfast a powerful real world brand platform was created attracting crowds in their thousands.

Inspiring the audience to take part, to dance, their weird and wonderful moves shown live at the EMAs and live online.

Bouncing audiences between Real World Awareness and Digital World Transactions, this is the first example of a series. 

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NOKIA Agency of Change

Asked by Nokia to choreograph the most important part of its annual state of the nation meeting, The Agency of Change is one of FreeState's most innovative and expressive projects.

Working with a group of professional actors, we transformed the Beaumont Chapel in Windsor into a beautifully lit new technology showcase, a live event that placed 200 of Nokia's most senior directors at the centre of a multi-sensory experience, one which had them instantly feeding their impressions back to friends and colleagues.

Described by the client as an experience 'so amazing that the natural lines of client, agency and friendship are blurred', it has had a fundamental effect on the way Nokia thinks about its events.

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MCFC CITY SQUARE

Manchester City FC tasked FreeState with re-imagining the fan experience at their ground on match day and beyond. We took on both the creative and commercial challenge of achieving this.

FreeState designed a new match day experience that brought people to the ground earlier and kept them there longer. We developed a business plan and commercial proposals, maximising revenue by creating targeted opportunities to spend, conceiving a new event space, content programme and optimized retailing opportunities.

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SPINVOX WISHING WELL

As part of the SpinVox remit, FreeState was asked to create a real world representation of its principle service, the conversion of voice to text.

Key to the project was the job of turning a service perceived as interesting but essentially mechanical into something warm, human and inspiring. Taking as its starting point the idea of the the wishing well, we created an eight metre high, mirrored structure, positioned it in central London and invited passersby to step inside and cast their wish by ringing a dedicated number. The voicemail then instantly appeared as text projected on the Wishing Well's wall, and on a specially created wensite.

Enormous fun, popular, and at at times very moving, the combined effects of its idea, design, popup nature and location resulted in SpinVox receiving a great deal of Christmas attention.

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SONY IFA 10

In 2010, Sony tasked FreeState with communicating their total 3D proposition to 220,000 IFA visitors and beyond, positioning the Sony as the leading entertainment brand.

Using the Lens-to-Living Room concept, we conceived and produced a live 3D experience, celebrating all aspects of the Sony entertainment proposition. With a show comprising bands, game designers, film directors, performances & presenters, all shot, edited and screened live using Sony professional and consumer products, visitors were able to gain intimate experience of the entire 3D production process.

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SONY IFA 09

IFA 2009 saw the live global launch of the new Sony brand message make.believe. Taking the ‘dot’ as the link between electronics & entertainment, imagination and creativity, FreeState created a series of large-scale brand films, integrating cross-category products, music, movies & games as well as celebrating their sponsorship of FIFA – a truly Sony United experience.

We showcased over a thousand new products and cutting-edge technologies within exhibition architecture designed to lengthen dwell-time. We attracted record visitor numbers and gave Sony a unique aesthetic direction for the future campaign.

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SONY IFA 08

Sony briefed FreeState to create an exhibition event that would help redefine how people engage with the brand.

We conceived and produced a monumental White Wood where colossal trees were hubs for dynamic interactive experiences at the heart of a pristine product gallery. A giant sun rose and set every ten minutes within the wood, triggering a mesmerizing showcase of bespoke brand content, set to a magical soundscape. This was a 6,000sqm space designed to stimulate curiosity, reward exploration and encourage play.

The Sony pavilion was three times as popular as competitors, with visitors staying longer and engaging on deeper levels. FreeState were awarded a Cannes Bronze Design Lion for this work.

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COCA COLA
Summer in Winter

For one weekend 'The Coke Side of Life' transformed the cold winter reality of an Amsterdam park with a summer beach festival complete with a giant summer day sun. 

Amazingly the sun recently rose again but this time for a rival soft drink!

http://greyworld.org/archives/1108

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SHELL ELECTRIC STORM

The Shell Electric Storm was an installation designed to bring renewable energy to life in an engaging and stimulating way. Placing a 45-metre wind turbine in the heart of London, we wanted to encourage debate around renewable energy.

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Exhibitions


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NOKIA Agency of Change

Integral to our Agency of Change event for Nokia's 200 most senior directors, was a product & technology exhibition. Like any good exhibition, it needed to work well and let the stars be the stars, in other words, let the technical wizardry of the Nokia Research Centre shine. The exhibition design is simply a servant of these objectives.

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V&A Zoomorphic

Celebrating a new wave of animal-inspired architecture, Zoomorphic showed the most weird and wonderful taxidermy specimens alongside intricate models of ground-breaking biomimetic architecture.

Our first multimedia storytelling journey was a big family-friendly hit for the V&A, revealing to a huge audience how much we continue to owe to nature's great pattern book.

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Exhibitions

Film


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NOKIA 25 Years

This short retrospective celebrates 25 years of innovation from the Nokia Research Center, showcasing some of their ground-breaking creations which have changed the way the world speaks. 

The challenge was how to take such a wide spectrum of fascinating and complex stories, and create a single narrative which has the right balance - somewhere between informative, accessible, and inspiring. 

Here is the result, with not a little help from the great Sir Michael Gambon.

In collaboration with Jim Fields and the NRC 

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SONY Connected World

These five movies are the first filmic expression of Sony's new Brand Book and the first insight into how Sony Entertainment Network brings together unlimited content, cloud services and their wealth of interconnected products.

Given this complex brief, the final films found a tone that was very easy and accessible, helping to place the Sony story in a recognisable real world context.

In collaboration with Airside and Smoke & Mirrors.

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SONY 3D World

Helping the Sony 3D story find its own visual language, this animation became the centrepiece for Sony's 3D World at IFA, inspiring and anchoring all animated and printed content.

When projected across the 40m wide elevations of the show's core, we created a sense of wonder where 2D solid surfaces seemed to unpeel to reveal another 3D world hidden beneath.

In collaboration with KIN Design.

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Film
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SONY make.believe

Launching the Sony make.believe rebranding, this series of animations brings to life the 'dot' in make.believe as well as a passionate take on football.

The playful and intriguing character of the launch animation helped to define the personality of make.believe across many other channels throughout the world.

In collaboration with D-Fuse and The Found Collective.

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Film

Installations


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CHANNEL 4 The Big 4

Designed to commemorate Channel 4's 25th birthday, The Big 4 is a 50-foot sculpture, the result of a collaboration between FreeState and four British based artists.

A so-called 'floating' sculpture, The Big 4's frame forms the channel's onscreen logo from certain angles, requiring therefore a skin for propoer visibility. An inspiring public canvas, its first four interpretative skins were provided by artists Nick Knight, Mark Titchner, El Anatsui and Stephanie Imbeau. Since then it has gone on to be the subject of fiercely fought student competitions and will be the sculpture of the Paralympics.

Ever changing, ever growing, an important icon in its own right, The Big 4 continues to be organised and managed by FreeState.

Photography courtesy of C4.

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Installations
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CHANNEL 4 The Big 4
With Nick Knight

Nick Knight is among the world’s most influential photographers. He has won numerous awards for his editorial, fashion and advertising work. As a fashion photographer, Nick Knight has consistently challenged conventional notions of beauty.

In collaboration with Speirs + Major

 

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CHANNEL 4 The Big 4
With Mark Titchner

The work of Turner Prize nominee Mark Titchner explores belief systems, from advertising slogans to religious symbols, television to club flyers, often taking messages out of their original context, enabling us to question catchphrases and find our own meaning.

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CHANNEL 4 The big 4
With El Anatsui

Ghanaian sculptor El Anatsui has received international acclaim during his distinguished 40-year career as both a sculptor and teacher. His sculptures are collected by major museums including the British Museum, Centre Pompidou and the Smithsonian Institute.

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CHANNEL 4 The Big 4
with Stephanie Imbeau

Stephanie Imbeau was awarded her Masters degree in Fine Art from Newcastle University and gained international recognition for her winning Big 4 concept, Shelter.

Photographer Tom Powell.

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CHANNEL 4 The Big 4
with Hannah Gourlay

A recent Fashion Design graduate from Kingston University, Hannah was the winner of the second Big 4 competition. Hannah works across multiple disciplines including fashion, graphics, product & illustration, exploring the meanings associated with materials.

Photography courtesy of C4, Photographer Dave King. 

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CHANNEL 4The Big 4
With Tony Heaton

Unveiled to celebrate Channel 4's broadcasting of the London 2012 Paralympic Games, the installation 'Monument to the Unintended Performer' is by disabled sculptor and artist Tony Heaton. 

The piece brings together three elements in addition to the Big 4: the first based on the classical Greek sculpture Discobolus, the discus thrower, evoking the spirit of the Olympics; the second element, a circle, representing the wheel of the international symbol of access, and lastly, the introduction of gold, silver and bronze considers heirarchy. 

Photography courtesy of C4, Photographer Dave King.

Film excerpt as seen on the Channel 4 news. 

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VIRGIN ATLANTIC
Brand Sculptures

Virgin Atlantic asked FreeState to help assert their ownership over Terminal 3 with installations that reflected the brand personality: luxurious, dynamic and a touch of cheekiness.

For the centre of the Upper Class wing, we designed a 4.3m sphere made of concentric steel rings which creates an intriguing moire effect as the luckiest of passengers arrive for check in. Like The Glitterball, the Big Red Banner at Terminal 3 uses the lively moire effect from two water-cut aluminium banners in Virgin Atlantic red.

In collaboration with Speirs + Major

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BAA
Christmas Illuminations

Opening just before Christmas, the world's most forward thinking airport terminal wanted something special to mark both the festive season and to celebrate their love of all things beautiful and efficient.

Prototype development led us to the use of helium inflatables, lit from within, controlled and monitored from an off-site facility. The illuminations were installed and successfully tested over just two nights, despite the challenges and protocols of working airside at Terminal 5, one of the world's most security conscious spaces.

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Installations

Retail


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SONY
Retail

Our work with Sony spans trade shows, exhibitions, retail best practise and events.

In a retail context, we have explored and created numerous best practise showcases of innovative reatil design, display and visual merchandising to help shape the views and understanding of global dealers. The challenge is to create a uniformity that works across borders and boundaries and within such a multi-faceted organisation. We work closely with Sony at both a regional and global level to achieve this and bring to bear our considerable operational retail expertise to deliver results.

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SONY
Skybox

Tasked with transforming the top floor of the Sony Benelux building into a showroom as glamorous as it is useful, Skybox was a gem of a project.

And given that the space is used to introduce global dealers to Sony's latest product lines, it couldn't have been more important. In dividing 260m2 into 12 interconnected rooms, all featuring Sony products situated in luxury lifestyle environments, we infused the concept of the showroom with the sensibility of a high-end fashion magazine, thereby demonstrating its creative potential.

Enjoyed by dealers and clients alike, we like to think Skybox has had far-reaching effects on the way Sony showcases its new products.

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CALVIN KLEIN
The Box

We work with retailers both in and out of the traditional retail environments. Our work with Calvin Klein and MTV has seen us fusing our understanding of engaging customer experiences with their retail mentality. This has manifest so far in a series of events but will go on to shape how retailers might use the best of brand experience to help reinvigorate the high street. Our work in retail starts at the strategic end; we build creative solutions that deliver on strategic commercial objectives.

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Retail

We work with some of the worlds biggest brands on their biggest projects.

Clients work with us when the status quo needs challenging, either amongst internal stakeholders or the market at large.

We are invited to pitch to bring a fresh perspective. We are successful because we fuse this thinking with a proven ability to manage and deliver multi million dollar projects, anywhere, anytime.

Our work started with events and exhibitions. It has grown into retail and other multi channel projects. We now have a fast growing, award-winning film content creation division too.

Our work has won multiple awards. We count Cannes Design Lions, D&AD commendations, IVCA Gold Awards including 'Best Event in the World 2012' and many others among our accolades.

We are pioneering a new specialism and service: Retail Entertainment. Here, we fuse the best of what we know from creating award winning experiences with the commercial realities and opportunities of retail.

  • About

Our core team is expert in architectural & 3D design, creative conceptualization, branding, graphics, digital, retail, content creation, production management and business development. Our network encompasses numerous internationally recognized specialists. We build teams to suit projects.

 

 

 

 

Adam Scott

Co-founder & Creative Director

For Adam, all we need to know about the modern wave of brand experience, we can learn from the traditions of English Landscape Gardening and C15th Renaissance architecture. Don't worry, knowledge isn't a pre-requisite of working with us. Whilst they might not have known it previously, our clients tend to agree, or at least they certainly like what they get. Adam's creative vision has been the engine driving our growth, central to over £10M of events in the last year alone. In the words of one client: "Adam's task is to raise the bar and he continually succeeds".

He is a Royal College of Art trained architect and designer. He talks, he paints, he sketches, he thinks. He is a multiple award winner, from Cannes Design Lions, to D&AD commendations.

Ben Johnson

Co-founder & Managing Director

Ben never takes things for granted: he is always asking why; always challenging the big agenda behind the brief; always questioning the process behind the big idea. In short, he keeps us on our toes!

Ben is an ex-management and marketing consultant, having worked for a number of high profile clients. His depth of experience, his fearless curiosity and his wide and generous viewpoint ensures that FreeState is never still, always driving forward.

His inspiring leadership has overseen the growth of FreeState to a multi million pound business.

David Gilbert

Chairman

David is serious. And experienced. He had a long and successful career in the retail sector. He has run businesses for Goldman Sachs, Barclays and others. He has proven experience at delivering significant growth and shareholder returns during his time as MD at Curry's Ltd and as COO of Dixons Group. He is Executive Chairman of Culture Label, Trustee and Chair of the Finance Committee at the Contemporary Arts Society and Board Director at the Whitechapel Gallery and The Arts Council.

David is helping FreeState move to the next level, creating projects with our clients that deliver revenue and other quantifiable returns. FreeState has always made great things, now we make great things which deliver even better value and returns for our clients.

Charlotte Boyens

Co-founder & Design Director

Charlotte's is the steady hand through which everything flows. She makes the design very beautiful and creative very effective. In short, that things look great and work brilliantly is, in no small part, Charlotte's doing. She is FreeState's Design Director, responsible for the successful translation of creative concept to physical form. A trained architect with a Masters degree from the Royal College of Art, Charlotte leads FreeState's retail design strategy and highly successful exhibition design department.

Jed Mok

General Manager, FreeState Asia

Jed joined FreeState in 2011 to lead FreeState Asia from our Singapore office. With more than sixteen years experience in events, marketing and business, Jed is a creative producer, having lead the conceptualization and delivery of high profile events for clients such as Sony Ericsson, Singapore Tourism, Toyota and Mercedes.

LONDON

4 Goodge Place
London
W1T 4SB

ben@freestate.co.uk
+44 (0) 20 3005 7990

SINGAPORE

Pico Creative Centre
20 Kallang Avenue
Singapore 339411

jed@freestate.co.uk
+65 6290 5854