Meet The Team: Freddie Edwards, Founder

Freddie founded Dragonfly Projects in 2022, bringing over a decade of experience in the construction sector. Specialising in commercial office and residential, he applies a hands-on and passionate approach to every scheme.

We sat down with Freddie to learn more about the man behind the brand - discussing everything from the "why" behind Dragonfly to project highlights, coffee orders, and unusual skills.

You pride yourselves on being a boutique practice in a sector dominated by large firms. What's the primary advantage of that approach?

We're extremely flexible and responsive to our clients' needs. When they say jump, we jump. We pride ourselves on always going the extra mile to deliver on our client's briefs and align closely with their business and personal values. When we are trusted to deliver, it is privilege and we enjoy doing just that.

You're based in Soho, surrounded by iconic architecture. How does the neighbourhood's energy and character influence your work?

Soho is like an onion, you have to look beyond the layers to find its charm. There's a lot going on beneath your feet, and what makes it special is that it hasn't become built up or stale. It's retained its character in a way that much of London hasn't. Every street and building has something unique. You look up, down, and in, and each one surprises you. We love Soho. It also places us within a three-mile radius of most of our buildings, clients and organisations, so we can react quickly whenever we're needed.

Sustainability is a core part of what you do. What's the most innovative circular economy or reuse practice you've implemented on a recent project?

Sustainability for us means doing what's right for the client, always avoiding unnecessary waste and building properly, once. A great example is our current project for Brunswick Group, where circular economy principles are at the core of the brief. Brunswick are regenerating an existing asset rather than moving and in doing so we will be reusing and refurbishing as much of their existing furniture and finishes as possible. It is a re-gear and pre-let, which means we're working closely with the landlord to ensure their Cat A works align with our Cat B brief, avoiding any unnecessary strip-out, demolition, or structural intervention from the outset. The building will achieve an EPC rating of A, and our brief is designed to support and protect that certification, ensuring the space is operationally efficient when Brunswick move in.

The London office has shifted toward being a 'destination' rather than just a row of desks. Has this become a standard client requirement, or is it still a unique request?

Office fit-out has evolved significantly. There are still clients who simply need desks, meeting rooms and a functional environment, though we're increasingly working in the occupier market where hospitality and amenity are central to the brief. Words like "homely," "non-corporate," and "boutique hotel" come up constantly. For Brunswick, we've been referencing Ham Yard Hotel and Soho House as design touch points. 

Occupiers are doing more for their staff. Cafés, town hall spaces, fitness suites, cycle storage, showers, roof terraces with bars and serveries, library and collaboration spaces. The list goes on. The office is becoming more like a home, and we welcome that.

If you had to pick one superpower you bring to a high-pressure site, what would it be?

Staying calm under pressure. I bring clear organisation, straightforward communication and a no-nonsense approach that keeps the team focused and the environment positive. Setting a plan and seeing it through, simply and without stress.

You founded Dragonfly Projects in 2022. What was your lightbulb moment that made you want to set up your own practice?

I come from an entrepreneurial family. My parents and older brother run two nursery schools, which they founded 41 years ago in 1987. I am hugely proud of what they have and continue to achieve. My dad also has his own construction company. My family and wife have always encouraged me to take the step to become an employer, not just self-employed and with their support, it was a natural step.

Four years in, that hunger hasn't gone anywhere. If anything, it's stronger. The goal is to employ and nurture the next generation, to mentor, teach, and do things the right way. We feel incredibly privileged to have the chance to build something special.

If the team swapped the construction site for a day in the wild, who would lead the group - and who would get everyone lost?

Charlie would lead. He seems most at home in nature. Sam would be full of enthusiasm, which could take us in completely the right or completely the wrong direction, though he'd keep us smiling either way. And Hannah? She's not good on a map, so would have to be in charge of hype and snacks!

When you walk past a completed Dragonfly project, what's the one thing that defines it?

Honestly? A little PTSD. I can never fully enjoy a completed space, I'm always drawn to the snag or the imperfection rather than the quality around it. Project handover is always a strange transition that happens overnight, where a site we've lived in for months suddenly becomes our clients once again and we become visitors. And as a visitor, you're still trying to perfect what isn't quite right. Projects are rarely 100% complete at handover and I like perfect. Time costs money and clients have to move in. Letting go is always nerve-wracking.

What's your favourite part of the journey?

The most exciting moment is always day one on site. Sleeves rolled up, ready to do our best work. We often work with occupiers who've never fitted out a space before, so that's when our support really counts most. Handover is a different feeling. More relief than joy in the moment, and rarely accompanied by immediate feedback, because clients need time to settle in and form a genuine view. It's only a week or two later, once the dust has settled, that you can look back and take real pride in what you've delivered. Going back into a completed space and seeing a client's team thriving in it, hat's what makes it all worthwhile.

Every office has its non-negotiable. Is Dragonfly HQ powered by a coffee machine, a specific biscuit, or a competitive office plant?

Our bean to cup coffee machine, without question. We get our beans from Café Capital, a local business we love.

A coffee or three to start the day is always an essential.

You’re stranded on a desert island and have one piece of construction equipment. What is it and why?

A great construction manager, with practical skills eleven out of ten.

If you're going to be stranded, you want someone better than you at surviving by your side. They'd have the campfire built before you'd even figured out a plan.

Based just moments from Carnaby Street, where does the team head to celebrate a project milestone?

Honest Greens is an office favourite for lunch. Dishoom does a mean brekky. We also love Polpo in Soho, a Venetian-Italian restaurant that never disappoints. 

The team are all members of Third Space through the company and we try and squeeze at least a weekly work out in together to chew the fat. We find a work out together does wonders for the mind!

And if we've really smashed it? Berners Tavern - a stunning space with triple-height ceilings, ornate décor, and an epic menu. That one's reserved for our biggest wins.

Quick Fire Questions

Do you have a morning ritual that sets you up for a productive day?

A pint of water before anything else. Then its dressing my 3 and 1 year old :).

Favourite app? 

A virtual sailing game, surprisingly good fun.

What's a hobby or skill you have that might surprise people?

I'm a celebrant and very good at organising stag dos.

Coffee Order?

Long black.

Outside of work, you'll find me…

Down the pub or playing sport. Life's all about balance.

Favourite building? 

All England Lawn Tennis & Croquet Club. It just gets better every year.

Who would you most want to be stuck in a lift with, dead or alive?

Jack Whitehall. I reckon we’d have a great time.