EDG, a global hospitality design and branding studio, has announced the appointment of Erin Juhl as the new design director for its Singapore office. Juhl, who has an extensive background in translating brand stories into impactful environments, will lead the team in delivering luxury and lifestyle hospitality designs. Her appointment comes as EDG Singapore continues its growth trajectory, preparing for a dynamic year of high-profile projects.
Juhl’s expertise lies in creating environments that leave lasting impressions, from bold visual statements to nuanced details that enhance the guest experience. “I’m a storyteller,” Juhl stated. “Each project has its own narrative. My role is to shape that story through the built environment using design to connect with the guest emotionally whilst simultaneously making design choices that set the stage to deliver flawless service with ease.”
Originally from the US, Juhl has spent much of her career in Asia, working with prestigious hospitality brands such as Mandarin Oriental Hotel Group and Shangri-La. Her leadership and industry connections are expected to significantly benefit EDG Singapore, according to Rob Shen, Managing Director of EDG Singapore.
The Singapore office is set to unveil several projects in the latter half of 2025, including Chatterbox Café at MGM Macau and JW Marriott Surat. EDG’s commitment to narrative-driven design is further exemplified by its recent accolades, including the 2024 Gold Key Award for the Four Seasons Resort Cabo San Lucas.
Juhl’s appointment is anticipated to bolster EDG’s reputation for creating unique guest experiences that connect people to place through design.
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