Dynamic Dialogues: Heikki Hallila, Director of International Growth

Welcome to the second edition of Dynamic Dialogues, Parmaco’s interview series exploring the ideas, innovations, and ambitions shaping our journey.

But first — who are we?

Parmaco is a pioneer in Dynamic Architecture, creating flexible rental buildings designed to evolve alongside changing needs. Built for adaptability and efficiency, Parmaco’s spaces can be expanded, reduced, relocated, and repurposed over time — delivering sustainable, future-ready solutions without compromising quality or functionality.

This mindset is at the heart of everything we do, including our international growth. In this edition, Heikki Hallila shares insights into the exciting opportunity to bring Dynamic Architecture to Denmark.

Q & A: Bringing Dynamic Architecture to Denmark

Q: What makes Denmark the right next step for Parmaco?
A: International growth is never a one-sided move. It is always a dialogue between what we bring and what the market and our customers’ needs.

Denmark is a natural continuation of our Nordic journey. We have built a strong presence in Finland and Sweden, while Denmark has remained a white space for us. At the same time, it is a market with very similar societal priorities: high-quality public services, evolving space needs, and a strong focus on sustainability and efficiency.

What we see clearly is demand, particularly in schools, daycare environments, and increasingly within government sectors, with a growing focus on resilience and preparedness. In all these segments, flexibility is no longer a “nice to have”—it is essential.

Q: How did you approach finding the right partner for market entry?
A: Strong market entry always starts with the right local partner. Not just a partner who knows the market, but one who understands how to translate customer needs into action and complements Parmaco’s capabilities.

Our collaboration with Samson Gruppen is built on exactly that principle.

They bring deep local expertise, established networks, and a strong understanding of Danish customer needs, as well as of regulatory and operational environments. We bring extensive experience from the Nordic markets, both commercial and technical, and an offering that is developed to meet the increasing demands of speed, flexibility, and quality.  

Together, this is more than a partnership. It is a shared capability.

Q: How does the collaboration work in practice?
A: In every successful collaboration, clarity creates momentum.

Our operating model is designed to be simple and effective. Parmaco leads production, technical support, and acts as a contractual partner for the end customers, while Samson Gruppen manages all local operations — from sales and market insight to installation, maintenance, and dismantling.

This allows both parties to focus on what they do best, while ensuring a seamless experience for the customer. It also ensures that our value proposition remains consistent, even as we enter a new market environment.

Q: What differentiates Parmaco’s offering in the Danish market?
A: The Danish market is known for its high expectations — and rightfully so. Our ambition is, of course, to meet those expectations but also challenge them. Dynamic architecture enables a fundamentally different way of thinking about buildings. Instead of static assets, we create spaces that evolve over time — spaces that can expand, adapt, or be relocated as needs change. All of this is delivered through thoughtfully crafted architecture that combines flexibility with the look and feel of a permanent, beautifully designed building.

In practical terms, this means delivering mid- to high-end solutions that compete with traditional construction, while offering greater flexibility and cost efficiency. It is a combination that resonates strongly in environments where long-term value matters.

Q: What does this expansion mean for Parmaco more broadly?
A: For us, entering Denmark is an important milestone, but it is also part of a bigger story.

At Parmaco, growth is not just about entering new markets. It is about bringing meaningful solutions to new communities. It is about helping municipalities and organisations respond to change with confidence.

And above all, it is about collaboration and succeeding together

Q: What excites you most about this next phase?
A: What I am personally most excited about is not the opportunity itself, but the dialogues it creates.

A dialogue with new customers.
A dialogue with a new market.
And a dialogue within our own organisation, as we continue to learn, adapt, and grow.

With Samson Gruppen, we have found a partner that strengthens these dialogues from day one.

Now, we are ready to turn these dialogues into impact. We are open to business.

Curious to know more? Take a tour of our fresh, new website, in Danish:  www.parmaco.dk and explore what this looks like in practice. Our references offer a glimpse into the power of dynamic buildings—and how they can support communities in a changing world. Discover what we’ve accomplished by visiting our reference page.