"We are creating new brand worlds"
Interview with Giovanni Giuliani, CEO of Henoto S.p.A.
Whether for the Olympic Games, international trade fairs, or high-quality retail projects – with innovative technology, sustainable design, and global presence, Henoto S.p.A. elevates the design of temporary architectures and brand spaces to a new level. Developed during an economically difficult period due to the pandemic, the company is now one of the top players in Europe. CEO Giovanni Giuliani explains in a conversation with the Wirtschaftsforum why change is more of an opportunity than a challenge for him – and what's behind the success of the Italian company.
Wirtschaftsforum: Mr. Giuliani, Henoto was formed from the merger of two companies. How did that come about?
Giovanni Giuliani: Henoto emerged from the merger of two companies with roots in trade show construction – at a time when the implementation of large-scale events worldwide came to a halt due to Covid. The company of the BolognaFiere Group used this time to explore new business opportunities and new markets. We founded a company with a broad and diverse range of services in events, trade fairs, outdoor, retail, and temporary architecture, which has proven to be successful. The name 'Henoto' – 'Here Now Together' – captures our spirit succinctly: We want to stand by our clients in achieving their goals and support them along the way.
Wirtschaftsforum: How has your company developed since then?
Giovanni Giuliani: We have grown significantly in recent years - both structurally and internationally. Today, we employ several hundred employees and rely on an extensive network of partners and suppliers in Italy and abroad. With new locations added to the existing ones in strategic markets such as North America, Asia, and recently Eastern Europe, we continuously expand our global presence. This allows us to directly serve customers worldwide with consistently high quality without relying on subcontractors.
Wirtschaftsforum: What projects are exemplary of what Henoto stands for today?
Giovanni Giuliani: For instance, we were involved in the Olympic Games in Paris and contributed to the realization of ‘Casa Italia’ - a special challenge due to the very tight schedule. But we are also proud of smaller, customized projects where our flexible system has proven itself. Whether it's a 4x4 meter stand or an entire exhibition concept, our care is always the same.
Wirtschaftsforum: Sustainability is a big topic for you. What does that mean in practical terms?
Giovanni Giuliani: Our solutions are based on a patented system of aluminum panels, which is modular and almost completely reusable. It can be configured individually like a Lego system and simultaneously allows for an appealing and stylish design. Thanks to our international presence, we can also supply materials locally, thus shortening transport routes – a real contribution to CO2 reduction. Our vision is genuine and lived sustainability, not just a marketing term, but a sustainable vision that we extend across the entire production chain.
Wirtschaftsforum: Which markets are the focus of your international strategy?
Giovanni Giuliani: About 30% of our sales are made abroad - with an upward trend. We are particularly interested in expanding our business in the USA, China, and also in the German market. Here, we aim to further expand our presence and market share. We pursue a clear strategy: we act 'glokal' - that is, we combine global standards with local proximity.
Wirtschaftsforum: What challenges do you currently see for Henoto?
Giovanni Giuliani: Our biggest challenge is change - on multiple levels. We are in a comprehensive transformation process: from a craft-oriented structure to a company with industrial thinking and international standards. We want to maintain our agility and precision while simultaneously introducing new processes, expanding digital tools, and ensuring uniform quality standards. This requires not only technological advancement but also an organizational rethink. Innovation plays a central role. Our patented 'CoverUp' system is an example of this combination of lightness, design, and sustainability. It enables modular, quickly mountable structures with great design freedom and a small ecological footprint.
Wirtschaftsforum: What are your plans for the coming years?
Giovanni Giuliani: We want to expand into new markets such as Vietnam, India, and African countries. Also, we are developing new products in the field of temporary outdoor architectures. Our goal is to continue to grow - but always with a focus on quality, sustainability, and customer proximity.
Wirtschaftsforum: Finally, a look at your personal career - how did you come to Henoto?
Giovanni Giuliani: I am a civil engineer and have held responsible positions at BolognaFiere through various experiences, up to Director Operations. In 2008, I started building a small unit in the fair sector, which has grown over time to become Henoto. Today, I am proud to be part of this journey and to work in an area that creates very effective contexts for customers in a short time.