Making the difference today in the communication, marketing, and exhibition design field is strictly related to one main goal to pursue: being the change enabler through a good blend of passion, experience, quality, creativity and team.
ES. Could you please take us through your journey of becoming the CEO of Honegger SRL? What were the key moments and experiences that led you to this role?
Armando Honegger. I take forward the torch lit by my father while establishing Honegger in 1970. The company was founded on the firm belief that trade shows represent a unique and indispensable tool for companies that want to expand and grow. It is this belief that I strongly hold, in an ever-evolving modern context. In these last decades, I’ve dedicated my work to continue building upon my father’s intuition and, I have since, implemented consolidated strategies to take Honegger to new heights. A quite good business sense and keen eye on the markets have resulted in creating new formats and thereby new means of communication, generating long standing collaboration while being selective with international partners.
ES. With Honegger SRL operating in more than 20 countries, how do you ensure consistent quality and service across different markets?
Armando Honegger. We are head quartered in Milan and global markets are covered with our subsidiaries in Düsseldorf, Paris and Dubai. Our business structure allows us to operate internationally by implementing effective trade fair marketing projects to increase business of over 5,000 global customers, including companies, associations and institutions.
ES. What are some of the unique services offered by your Exhibition Design department, and how do they add value to your clients’ events?
Armando Honegger. We provide creative research in collaboration with architects, scenographers, designers and graphic designers. Our capabilities and technical know-how include coordination of the entire production, set-up and dismantlement of the booth, with constant attention to the quality/price balance of the used materials and suppliers. We undertake international projects in all parts of the world, managed by us with the support of our local partners. Each project and related services are customized according to the market and client needs.
ES. Could you discuss a particularly challenging project that Honegger SRL successfully executed, and what key factors contributed to its success?
Armando Honegger. To support participation in trade fairs, Honegger also offers exhibitors all-inclusive packages for group exhibitions or national pavilions organized and promoted for selected trade fairs. Over 10,000 square meters are managed and furnished on average every year for multi-sector group exhibitions all over the world, providing the following services and activities: research and analysis of markets of interest for specific sectors; selection of strategic trade fair partners; promotion and communication, art direction, project design and implementation of the group exhibition area to be shared by participating exhibitors.
ES. What are some recent trends in exhibition design and marketing that you find exciting, and how is Honegger SRL incorporating these into its projects?
Armando Honegger. Talking about innovation, marketing & design, we offer consultancy in design, organization and implementation of innovative trade fair marketing formats, aimed at increasing the performance of communication and business within the fairs selected by our customers. Whether for organizers or exhibitors, we provide a comprehensive consulting service support ranging right from analysis and research on the sector/market, marketing and communication, design concept and installation of the exhibition area. This includes art direction and management of all coordinated activities and services. For organizers, the promotion and acquisition of exhibitors. Including budget management while acting as the main contractor for a specific event.
ES. Can you discuss Honegger SRL’s approach to integrating new technologies like virtual reality and augmented reality in exhibitions?
Armando Honegger. I believe that fairs can be confirmed as the unique and essential tool for companies eager to make themselves known: the key moment when an agreement arises from the meeting between two human beings cannot be replaced by new technologies like virtual reality and augmented reality, that anyway could be useful to enhance the communication tools supporting a conversation in person between people at a booth during the fair.
ES. What role do exhibitions play in fostering international trade and business relationships, and how is Honegger SRL contributing to this dynamic?
Armando Honegger. Thanks to the know-how and expertise gained in over fifty years in the international trade fair sector Honegger’s mission is to promote the European participation in selected multi-industry trade fairs around the world, both individually and collectively, including companies, associations and institutions active in exporting products such as machinery, plant and equipment; retail and trade, skilled trades and services; medical, health and rehabilitation; leisure, fashion, lifestyle and beauty.
ES. What advice would you give to young professionals aspiring to enter the fields of communication, marketing, and exhibition design?
Armando Honegger. Making the difference today in the communication, marketing, and exhibition design field is strictly related to one main goal to pursue: being the change enabler through a good blend of passion, experience, quality, creativity and team.
