Principal and Board Director, Michael Fern is a forward-thinking design strategist who leads multi-disciplinary teams working across workplace, retail and leisure sectors. Edge provides connected design expertise through brand, architecture and interiors and Michael is passionate about finding the best creative and business solution for every project he directs. His wide frame of cultural and design references ensures that he brings stimulating ideas, innovation and creative direction at every critical stage.
Edge believes in the power of brand to create stand out and differentiation and everything the practice does starts with an understanding of the business and its brand.
With a focus on perception and performance, Edge uses the physical environment to shape behaviours, improve efficiencies, create rituals and positively transform the experience for businesses and end users.
Michael has worked with fellow principals Racheal Cadey (founder) and Mark O’Neill (technical director) to devise a new one-stop workplace methodology called Nimble to help businesses navigate a post-COVID-19 way of working. Nimble offers connected expertise in property, space planning and wellbeing for clients as they bring the workforce back to the office and plan for the future.
Michael is heading the design team for a new 60,000 sq ft head office for Joules, the British lifestyle brand. He is guiding Edge’s holistic approach to create an inspiring open-plan office environment, bringing connected thinking and design, spanning workplace strategy, change management and 2D/3D design.
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