Eleonora Laurini, Technical Director, Unirest

We often celebrate the rags-to-riches tales of fearless founders who start from scratch, defying the odds to build empires from mere ideas. Yet, amidst these lionized narratives, the stories of visionary leaders who inherit family legacies and elevate them to new summits often go unsung with their struggles overshadowed by assumptions of privilege. However, shouldering the responsibility of a multi-generational business is no less challenging. It’s a profound endeavor that demands a unique breed of determination and resilience. It requires a steadfast commitment to honoring the foundations laid by predecessors while simultaneously possessing the vision and audacity to reimagine the very boundaries that constrained them.  This delicate balance calls for an unwavering entrepreneurial spirit melded with humility, daring creativity tempered by prudence, and an unbreakable tenacity anchored in profound reverence for their roots. Today, we are thrilled to share the remarkable journey of Eleonora Laurini, the Technical Director at Unirest, a company renowned for its innovative approach to construction and technological advancement in residential and tourist properties, who truly exemplifies this rare blend of persona.

A Journey from Childhood Fascination to Industry Leadership

Eleonora’s journey into the world of construction began with a childhood fascination at the age of six. She was captivated by the sight of buildings rising from the ground up, igniting a passion that would shape her future. She always wanted to be an engineer or an architect. She would spend her summers in the construction site barracks, shadowing her father, soaking up every detail of the projects, and even helping sell the properties they built. From cardboard dollhouses to ambitious architectural dreams, Eleonora was always drawn to the magic of seeing her designs come to life. It was this passion that steered her towards a path in engineering, where she excelled and graduated with top honors in 2011.

But before completing her degree, Eleonora dove into her family business, Unirest, as her hometown, L’Aquila, was reeling from a devastating earthquake and the business needed all hands on deck to rebuild the community. Eleonora jumped in, balancing her studies with hands-on work in the field, finding a deep sense of purpose in the process. But she didn’t stop there. A few years later, her curiosity and commitment to innovation led her to pursue a PhD to bring added value to Unirest through innovative and sustainable construction site management. Today, Eleonora continues to foster a strong partnership with the University of L’Aquila, particularly with the Department of Civil, Construction-Architecture, and Environmental Engineering. This collaboration has been instrumental in advancing construction site safety through the application of sensor technology and developing new management tools through the co-financing of innovative doctorates.  In addition to her role at UNIREST, Laurini also serves as a teacher and researcher in the Construction Site Management course within this department. Due to her direct interlocution with the academic world, she was granted the delegation by ANCE L’Aquila for relations with the university world and cultural and social associations. 

Merging Historic Integrity with Contemporary Convenience

Being an entrepreneur often comes with challenges and obstacles, and Eleonora’s journey is no different. One of the biggest challenges for Eleonora was to understand the right approach to safeguarding the city’s historic buildings—respectfully preserving their storied pasts while seamlessly integrating them into modern functionality. She spent countless hours engaging with property owners, helping them appreciate the intrinsic value of their homes while aligning their needs with the historical integrity of the structures. This called for a nuanced strategy: integrating the latest systems and technologies to enhance these buildings’ historical characteristics, while also ensuring they are energy-efficient and seismically safe. “The experience of these buildings is unforgettable as new discoveries always emerge during the works: inaccessible tombed rooms, paintings on whitewashed vaults, corners and stones completely hidden by the plaster: our job was to bring out the history of these buildings making them seismically safe and energy efficient,” shares Eleonora.

Leading with Vision and Collaboration

Over the years, Eleonora has developed a strong drive for collaboration and teamwork, a passion that has been significantly bolstered by her role as President of ANCE Giovani L’Aquila, the National Association of Building Contractors. She believes in the power of teamwork, recognizing that each person’s unique training and expertise can lead to extraordinary results. “Teamwork by sharing the goal can make you reach the goal faster and with greater results! Each collaborator must be able to be autonomous and have self-control without ever losing awareness of the purpose,” asserts Eleonora.

Through continuous learning and hands-on experience, Eleonora has honed her ability to identify and focus on the right people, enhancing their abilities, and aligning them with the company’s goals and values. Her role in coordinating and supervising projects, bolstered by her educational background, allows her to constantly refine their working methods, trying in every intervention to produce something new and cutting-edge. With every project, she strives to introduce innovative solutions, creating a unique corporate know-how that starts from the design to final implementation. She has also introduced team-building activities, including training sessions and sports events like yoga and company football, to strengthen team cohesion. By maintaining a credible and competent leadership style, Eleonora projects a dream that the entire team believes in and works towards, ensuring that each project benefits from collective expertise and innovative approaches.

Balancing Professional Ambitions with Family Values 

Juggling the demanding roles of a business leader alongside the responsibilities of a mother is no small feat. However, Eleonora, a mother of two strives to navigate these dual roles with grace and determination. Her approach to maintaining a healthy work-life balance revolves around three core aspects: family, work, and personal well-being. “I summarize my values in three communicating vessels: family, work, and personal care. They are ordered by priority, yet interconnected—any negative influence on one affects the others. Thus, I believe it is essential to maintain this balance,” affirms Eleonora.

Despite the demanding nature of her position, Eleonora prioritizes quality time with her loved ones, integrating family activities into her schedule. Her husband’s unwavering support and understanding have been pivotal throughout her journey, reinforcing her pursuit of educational and professional milestones. Eleonora’s children, inspired by her dedication, mirror her independence and zest for learning, often joining her at work. Her office even includes a dedicated space for her children, affectionately labeled “Third Generation Office,” symbolizing her hope that her children will one day embrace and sustain the family legacy with the same passion she holds. Spending time with her children is a source of immense joy for Eleonora, filled with enriching experiences such as family outings and visits to museums. She delights in their curiosity and thirst for knowledge, seeing reflections of her character traits in their independence and enthusiasm for learning. 

Pioneering New Horizons with Ambitious Initiatives

With a rich legacy spanning nearly four decades, UNIREST now finds itself on the brink of a new era of innovation and growth, guided by the visionary leadership of Eleonora. As the second generation of leadership, Eleonora and her siblings bring fresh perspectives and ambitious initiatives to the table. They are leading UNIREST into new territory, particularly in public procurement, where their well-established technical expertise gives them a significant edge over larger competitors.

Eleonora’s vision extends beyond traditional boundaries—she envisions UNIREST playing a pivotal role in transforming public infrastructure, particularly in education and hospitality. “Public buildings, in particular schools, are a branch of the company that we would like to develop: we have worked mainly on residential buildings and, after having created spaces for living, we also want to create spaces for training and recreational activities,” she emphasizes. Among UNIREST’s upcoming projects, the renovation of a historic hotel holds particular promise. “We have purchased a hotel in the historic center of the city and we are starting renovation activities to make it a new and technological element of hospitality in a nerve center of the city which will become the Italian Capital of Culture in 2026, and which currently lacks this type of structure,” Eleonora adds with palpable excitement.

Insights from an Industry Maverick

For aspiring entrepreneurs venturing into the construction industry, Eleonora offers invaluable insights gleaned from her extensive experience. She emphasizes the multifaceted qualities essential for a construction entrepreneur: creativity, innovation, great determination, and propensity to work with transversal skills such as proactive leadership and the ability to evaluate risks. Leadership, according to Eleonora, isn’t just about wielding authority but evolving through experience into a supportive coach for the team. “Every company is the mirror of the entrepreneur,” she remarks, highlighting how personal growth drives organizational development. She encourages entrepreneurs not to lose enthusiasm, even when faced with unforeseen challenges or risks that may derail their plans. “Keep your feet on the ground and your head in the clouds,” she advises, stressing the need for a balanced perspective. Ultimately, Eleonora believes the true reward of the builder’s profession lies in creating spaces that enhance lives and contribute to the broader fabric of society. “The builder’s profession allows you to create people’s living spaces, and know that you will be able to walk down the street and look at those buildings and those spaces with your children, knowing that you have done something good for yourself, for the land, for the people, and for future generations, this is the most rewarding thing you can get out of life,” she concludes, encapsulating her deep commitment to making a lasting impact through her work.