FLEX 2025 Series Kicks Off in Riyadh; Heads to Amman, Cairo
The FESPA Leadership Exchange (FLEX) 2025 show has successfully launched in Saudi Arabia as a prelude to FESPA Middle East 2026.
Organised in Riyadh (24 November 2025), the event brought together senior print and signage professionals for an open forum on regional and global industry trends. The free-to-attend event series is dedicated to fostering knowledge sharing and collaboration, empowering business leaders to adapt to technological and behavioural shifts in the market.
The roadshow features prominent voices who are offering expert perspectives on the future of print and visual communications industries.
The event covered key areas including global and regional trends, brand experience, and the future of retail displays. FESPA CEO Neil Felton opened the sessions with insights from the FESPA Print Census, offering a clear snapshot of industry trends, challenges, and opportunities shaping the future.
Christian Duyckaerts, Founder and Managing Partner of Matchmaker4Print, discussed brand experience, exploring how clients can be supported with creative solutions that are not only innovative but also drive profitability. Duyckaerts shared his sustainability toolkit, covering the importance of certifications and best practices, what sustainable printing truly means, how to calculate and reduce carbon footprints, the potential of second-life products, and whether a PVC-free future is within reach.
Alberto Masserdotti, Managing Director of Gruppo Masserdotti Spa, explored the future of retail displays, unpacking pressing questions such as: Are we still on time, prepared, and relevant? Do today’s tech trends still hold value? Has technology overtaken traditional physical space? And what are the most impactful technologies of today and tomorrow, and who are they really for?
Atlas Group CEO Amit Radia concluded the day’s session by highlighting the potential for the Middle East to become a global print hub. He shared his vision of how the region can go beyond traditional boundaries and take a defining role in shaping the global print industry.
Bazil Cassim, Regional Manager – FESPA Middle East, says, “As promised, we are bringing high-value education to the region, one city at a time, empowering printers and visual communication professionals across the Middle East, Africa, and South Asia (MEASA). Through ongoing reinvestment in the regional industry, FESPA continues to connect the community with world-class educators, global expertise, and regional success stories, all working together to shape the future of print and signage in the MEASA region.”
The FLEX 2025 roadshow will continue with Amman, Jordan (26 November 2025) and Cairo, Egypt (27 November 2025), featuring Debbie McKeegan, TEXINTEL CEO and FESPA Textile Ambassador, and George Simonian, Dean of Applied Arts Faculty at Badr University in Cairo (BUC) as speakers.
