Sibilla Di Palma
The map of the most promising markets for Italian exports is shifting towards a new growth axis spanning the Gulf, South Asia and South-East Asia. The Middle East is firmly part of this evolving economic landscape. It is against this backdrop that Henoto – a company within the BolognaFiere group specialising in temporary installations and architecture – has decided to open the new operational headquarters of Henoto Middle East in Dubai.
The facility follows the completion of the Henoto USA project, which brings to a close the entrepreneurial journey begun by the Griggio family with GiPlanet, later transformed into Henoto. The key turning point dates back to 2018, when BolognaFiere and the Griggio family launched a project to integrate expertise and strategic visions with the aim of creating a player capable of competing on a global scale, a journey that led to the current Henoto. Dubai now represents the first step in a new phase of development.
Luca Griggio, CEO of the new company and founder of Henoto, has been appointed to lead Henoto Middle East. He will work with an international team and a network of specialist operators. “The Middle East is a region that is becoming increasingly strategic and is experiencing very dynamic growth,” says Antonio Bruzzone, chairman of Henoto. The region’s trade fair ecosystem is in full swing: “Dubai is one of the most dynamic hubs in our sector and will continue to grow thanks to significant investment. Saudi Arabia is also making decisive moves: it will host Expo 2030 and the 2034 FIFA World Cup, opening up new opportunities.”
For Gianpiero Calzolari, president of the BolognaFiere group, this step also opens up a new path to growth in expanding markets. “In the Middle East, we will offer products and services that meet local needs, consistent with the quality standards that have determined the success of the Henoto project worldwide.” He went on to add that “the Henoto project and its international positioning demonstrate that combining the expertise of SMEs with the strategic business capabilities of large enterprises creates a synergy in which the flexibility and high-quality bespoke solutions of the former are enhanced by the adoption of industrial-scale development plans, which are fundamental for global competitiveness.”
At the heart of this growth model lies the HPS-Henoto Production System, which enables patents, industry standards and operational methods to be exported to various countries. “When exporting a model,” explains Griggio, “it is essential to distinguish what can actually be transferred. That is why we have gathered and codified Henoto’s best practices, transforming them into exportable standards: software, modules and technologies to be made available to a network of local operators organised within an end-to-end model.”
The method, initially introduced on a trial basis, has already proven its effectiveness in the United States. “In just 24 months, Henoto USA has achieved $15 million in turnover, with a forecast of $20 million by 2026,” emphasises the CEO of Henoto Middle East. “Our operational bases in New Jersey, Atlanta and Las Vegas bear witness to the strength of a project that has demonstrated our expertise in bespoke installations, collective projects and our role as a general contractor. The group’s future will be built on these foundations.”
Further development will be required in the Middle East. “Here, the model must overcome cultural and operational barriers that are closely tied to local relationships,” notes Griggio. To address these challenges, a new business model has been devised, based on local franchisees equipped with the HPS system and company-owned hubs tasked with providing advanced services. “The hubs will provide advanced, fully digitalised and remotely controllable technologies, whilst we will entrust the affiliates with the delivery of local services.”
La Repubblica, Affari&Finanza, 22 dicembre 2025