Prima Green
Where Italian sensibility meets Dubai’s evolving landscape
There are projects that respond to a market need, and then there are projects that feel natural — almost inevitable. This is one of them.
After more than twenty years in Dubai, I have come to see this city not only as a place of opportunity, but as a place that continuously redefines how we live, design, and experience space. It is a city that grows fast — but also a city that is learning to grow beautifully. And perhaps this is where the connection begins.
At Prima Classe, we have always been drawn to what creates value with meaning — and to what makes a place feel more human, more complete. There is something deeply powerful in bringing elements of nature into an environment that is constantly evolving. Something that softens it, balances it, and, in many ways, makes it feel more like home.
Prima Green comes from this perspective. Not as a traditional export initiative, but as a way to introduce into Dubai a sensibility that is deeply rooted in Italian culture: a respect for landscape, for detail, for harmony between architecture and nature.
The Opportunity
Prima Green connects Italian plant producers with the UAE market, placing premium botanical expertise within Dubai’s expanding landscaping and green infrastructure ecosystem.
It focuses on the integration of ornamental trees, Mediterranean species, and design-led greenery into real projects — from hospitality to residential and urban environments — always with a clear objective: not to supply, but to enhance the space in which they exist. Because in this market, what matters is not just what you bring. It is how it contributes to the overall experience.
At the same time, working with live plants is inherently complex — subject to strict phytosanitary regulations, soil restrictions, and controlled import procedures — and this is where Prima Classe plays a key role in navigating these challenges with local expertise and precision.
For Italy, this is an opportunity to express its strengths in a context that truly recognises them — not through volume, but through identity, craftsmanship, and biodiversity.
For Dubai, it is a way to enrich an already ambitious vision with something more nuanced: a layer of beauty, diversity, and natural coherence that elevates projects beyond function. This is not about replacing what already exists. It is about adding depth and character. Because in a city like Dubai, where everything moves forward, there is real value in bringing something that connects it back to nature.