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About Edens/People

Norma Morales Perez

Senior Vice President - Brand and Culture

Norma Perez photo

Norma Morales Perez is Senior Vice President of Brand and Culture.

Norma leads the stewardship of EDENS’ culture and brand through four strategic areas: people, story, places and intellect. This encompasses many facets of the company’s work in community enrichment, including communications; culture and talent management; creative visual media production and marketing; architectural design strategies; and business and societal insight research. Norma first joined EDENS in 2011 and became the company’s Director of Design, leading creative placemaking and influencing strategy across all aspects of design, engagement and curation.

Her multi-disciplinary background blends the space of business development, brand design, architecture and marketing. Her work is executed across the nation at EDENS shopping places, including Union Market in Washington, DC; Preston Royal in Dallas, Texas; and River Market in Miami, Florida

Prior to her role at EDENS, Norma was a Lead Project Designer for Gensler Architecture, Design & Planning Worldwide in Washington, DC, where she worked with global lifestyle, leisure and hospitality brands in driving design innovation. She has been a thought leader in developing marketing strategies and conducting industry research for creative real estate ventures and entrepreneurial start-ups, including verdeHOUSE.

Prior to these efforts, Norma spent time in Italy with RomaLAB studying media, visual arts and creative placemaking. She received a bachelor’s degree from Texas A&M University College of Architecture and a Master of Professional Studies in Real Estate from Georgetown University, where she guest lectures. She is a fluent Spanish speaker and volunteers with Architecture in the Schools and Dress for Success.