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Student Showcase Archive

Joe Ferry


  • Joe Ferry is a visiting tutor in Service Design at the Royal College of Art

    He is a multi-award winning creative leader and inventor who brings brands to life by strategically directing designs and experiences from initial briefs through to implementation. Joe has extensive experience working within airline, hotel and luxury brands. He has directed a multitude of design agencies and in-house design teams from an array of disciplines and locations from around the world.

  • Biography

  • Joe completed his BSc (Hons) in Industrial Design at Brunel University, before taking an MA in Industrial Design Engineering at the Royal College of Art and Imperial College.

    His experience working with multiple brands covers over 18 years in the airline and hotel industries. Best known for his multi-award winning decade of work whilst Head of Design for Virgin Atlantic Airways. He challenged the conventions of the airline industry, setting the Virgin brand apart from its competitors. With his in-house design team, he created the tangible aspects of the airline’s customer experience and is most recognised for directing the design and implementation of the Virgin Upper Class Cabin, still the airline’s flagship product.  After Virgin he became Senior Vice President of Design & Guest Experience for the Intercontinental Hotels Group after which he became Head of Guest Experience for Etihad Airways. He continues to be a creative director in both the airline and hotel industries and is currently Art and Design Director for Belmond.

    Joe is a passionate advocate of the benefits of good design and has been a member and trustee of the UK’s Design Council, an Executive Board member of the D&AD and has spoken at numerous international design conferences as well as regularly giving master classes at the Design Thinkers Academy. He is a Fellow of the Royal Society of Arts and has an honorary fellowship from Brunel University and several patents for aircraft interior designs.

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