  We explore the notion of Santal\'o point for the Holmes-Thompson boundary
area of a convex body in a normed space. In the case where the norm is $C^1$,
and in the case where unit ball and convex body coincide, we prove existence
and uniqueness. When the normed space has a smooth positively curved unit ball,
we exhibit a dual Santal\'o point expressed as an average of centroids of
projections of the dual body.
