Su Lim leads FreeState, an Experience Masterplanning Agency focused on designing and activating experiences that are socially useful, commercially astute and continually relevant for communities.

With 30 years’ experience in organisational futures and place strategy, user research and engagement, change management and design, Su has worked with a diverse range of corporate, government, healthcare and learning environment organisations across the world. Her interests lie in how the behaviour of people is influenced by their environment and circumstance, their motivations and the experience over time and through change. Su believes in the importance of stakeholder engagement and user research to maximise the potential of change events and create positive and productive experiences. Her work often involves working closely with people around complex and competing requirements to develop future thinking solutions that breakthrough the traditional trade-off between cost and satisfaction.

Su has previously held leadership roles as the Founder of Six Ideas, Head of Workplace Strategy for JLL and the Regional Managing Director for DEGW across APAC.