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EDG Design appoints hospitality industry powerhouse Robert Shen to spearhead their next chapter in Asia

Robert will be taking over the reins from Michael Goodman, who is leaving to pursue his long-held passion in F&B development and ownership.

Singapore – Award-winning strategy, branding and design firm EDG Design has appointed Robert Shen as Managing Director and Partner to bolster their senior leadership team in Singapore. As a trained architect, Robert has over 25 years of design, management and business development experience across luxury and boutique hospitality, F&B, residential and retail sectors. Robert has worked with hundreds of owners and developers around the world and brings extensive international experience to the EDG team. Having developed reliable and trustworthy partnerships with leading hotel brands such as Hilton, Hyatt, Accor, Marriott, IHG, Four Seasons and Shangri-La, as well as independent operators including City of Dreams, Sands and Armani Hotels, Robert’s affinity for strategic thinking and business acumen, coupled with his refreshing Californian approach, places him in the ideal position to lead EDG Design into its next chapter. Robert will be taking over the reins from Michael Goodman, who is leaving to pursue his long-held passion in F&B development and ownership.
 
Working alongside Rob is EDG’s senior leadership team, comprised of Principal and Creative Director Piya Thamachariyawat, Design Director Simon McDonald, and Senior Creative Strategist Sam Sheldon. Known for her innovative and richly layered, emotive designs, Piya has been with the company for over 20 years and manages the conceptual direction for all projects. Sam heads up EDG’s in-house branding and strategy studio, Catalyst, and as a professionally trained chef and former hospitality analyst with HVS, he combines quantitative, research-based analysis with creative, strategic planning to provide innovative, market-driven F&B solutions. EDG’s combination of strategic concepts and branding, coupled with their signature of bespoke, narrative-driven interiors has resulted in multiple awards and accolades, most recently with the openings of The Chinese National in Jakarta and Firangi Superstar in Singapore.

“I’m excited to join this studio of amazing, creative talent,” says Shen, “The team at all levels are incredibly collaborative, passionate, and quirky – in a good way – which makes for great team chemistry and successful projects. I’m looking forward to collaborating with our owners, operators and partners as we continue creating unique F&B and hospitality projects around Asia and beyond.”

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