Benoit Honnart
The events industry in Dubai and across the Middle East is undergoing a remarkable transformation, blending luxury with technical innovation while navigating the challenges of sustainability and tight deadlines. In a recent conversation with Benoit Honnart, CEO of Electra, we explored how a major production company manages to deliver exceptional events under extreme pressure.
Electra has positioned itself as a turnkey solution provider in the events industry, working primarily with creative agencies to bring their concepts to life. With over 53,000 square meters of manufacturing facilities across the UAE and Saudi Arabia, they've made a strategic decision to handle most production in-house—from joinery and fabric to graphics and steel work. This vertical integration gives them extraordinary control over quality, timeline, and flexibility, which is particularly crucial when working with luxury brands that demand perfection.
The luxury sector presents unique challenges that push the boundaries of creativity and execution. Honnard shared examples of extraordinary projects, including building a complete structure on a remote island for Hermès during Expo 2020, featuring 10 different themed rooms for their iconic bags. Another project involved constructing an event on one of Dubai's World Islands - while navigating around two white cheetahs that roamed the premises! These anecdotes highlight the extreme conditions under which Dubai's event professionals often operate.
Perhaps the most persistent challenge in the region's event industry is the extremely compressed timelines. While event production has always been a last-minute business, Honnard notes that in the UAE, it's pushed to "extreme limits," with significant changes sometimes occurring just 24 hours before an event opens. This requires exceptional resilience and organizational flexibility. When asked why these short deadlines persist, Honnart candidly admitted, "I think we're all to blame," explaining that the industry's tendency to say "yes" to nearly impossible requests has created an environment where clients expect miracles.
Leadership in this high-pressure context requires a unique approach. For Honnart, respect forms the foundation of his leadership philosophy. With over 400 employees working in manufacturing, many living away from their families in company-provided accommodations, creating a culture of respect and recognition is essential. This includes implementing CSR initiatives and social activities to improve workers' wellbeing beyond mere financial compensation. Structurally, Electra operates with an executive committee and clear reporting lines, but keeps HR reporting directly to the CEO - emphasizing their "people first" philosophy.
The sustainability conversation is evolving rapidly in the region. Honnard has observed a significant shift from lip service to concrete action, particularly following Expo 2020, which brought global standards to the local market. Electra has made commitments to net-zero carbon events by 2050 and is actively measuring their progress through specific KPIs related to energy consumption reduction and material reuse. Honnart advocates for government regulations to ensure industry-wide commitment to sustainability practices.
Artificial intelligence is playing an increasingly significant role in Electra's operations, though perhaps not in the ways one might expect. Their first AI implementation was in human resources—a decision Honnard initially resisted but now champions. The AI system screens thousands of job applicants based on predefined criteria, which has dramatically increased workforce diversity and improved recruitment outcomes. Far from diminishing the human element, Honnard sees AI as potentially driving more face-to-face engagement, echoing industry predictions that live events will become more valuable as digital experiences become more common.
Saudi Arabia's emergence as an event destination represents both an opportunity and a challenge. Having operated in Saudi for over a decade, Electra has witnessed the tremendous changes in the country firsthand. The emphasis on "Make it in Saudi" means establishing local manufacturing capabilities and hiring Saudi nationals. With 50% of the population under 30, the young generation is eager to be part of the country's transformation as it prepares to host major global events like the World Expo and the World Cup.
For today's young professionals entering the industry, Honnart observes that purpose matters more than compensation. Generation Z employees want meaningful work with clear purpose—a shift employers must recognize to attract and retain talent. This is particularly evident in Saudi Arabia, where young professionals are motivated by contributing to their country's global emergence.
