FreeState, an international experience masterplanning firm that merged with Hassell in 2016, has announced Su Lim as it’s new Global Managing Director.

An entrepreneurial leader who has advised organisations across multiple sectors, Lim has established a global reputation in strategic consultancy working with a variety of clients to transform in times of change. Her role will see her help lead FreeState globally while also managing their market presence in Australia.

Lim is passionate about the value FreeState brings to the design process, co-creating the experience masterplan that results in places that are socially useful, commercially astute and continually relevant – not just for clients but for society as a whole.

Prior to joining the team in Melbourne, Lim was the Co-founder of workplace strategy and change management consultancy, Six Ideas. In addition, she has served as Regional Director of Workplace Strategy for JLL and Managing Director for DEGW, both across the Asia-Pacific.

Su is a Hassell 'alum' who was once Head of Client Engagement, who understands and embraces the symbiotic relationship between Hassell and FreeState. She says the past year has highlighted the importance of an experience-led approach, combining user research, strategic insights, and creative design, in every project.

“The past year with COVID-19 lockdowns has highlighted the importance of meaningful experiences in our lives and that of our communities, and in turn, the importance of designing for experiences,” she says.

“Cities and places without people are merely abandoned landscapes and the notion of “build it and they will come” no longer applies, we need to move beyond that, to attract, increase participation and belonging through conscious activation strategies.”

“I look forward to working closely with the FreeState team including founder and Creative Director, Adam Scott, to deliver memorable experiences for communities and valuable places for clients.”

FreeState is a global pioneer in ‘Experience Masterplanning’ across the digital and physical environment. They are experts in developing a people-centred narrative and immersive experiences that connect people with brands, each other and places. They work to a methodology developed over the last 20 years in partnership with leading multinational clients including Sony, Nokia and Virgin Atlantic and more recently developer clients too, including Brookfield Property and Exemplar.

For more information, visit freestate.co.uk.

Architecture News & Editorial Desk

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