You must take the lead. But to anticipate trends or even better, to create them, you must dare to invest. The latest toy in the Eldee playground is the CNC woodworking machine Masterwood 21.31KS. A what? Exactly, our enthusiastic designer Robert Lourens is happy to explain.
Robert, what have you bought now?
R: “The CNC woodworking machine Masterwood 21.31KS.”
And now for non-technicians…?
R: “A machine that can be controlled directly from the drawing software to machine the most attractive elements.”
Okay, sounds good, but how does it exactly help our customers?
R: “Its value is in the fact that you can have your wooden furniture designed to your wishes. Therefore, in a way that exactly meets the wishes and requirements of the customer. And maybe even goes beyond them. Everything is possible on the computer, but it’s even better if you can actually make it happen.”
Give me an example!
R: “Actually, the CNC machine can machine almost anything from wood. So a round counter with the logo machined into its surface is no problem whatsoever.“
It sounds as if can be used for more than just stands.
R: “That’s right. To be blunt: I think it’s a pity to create fantastic products for just a single event. The products are extremely durable and deserve a place in the office or at home.”
Do you think that Eldee has bought another successful product?
R: “To be honest. It’s fantastic to work for a company that continually dares to innovate. Our new CNC machine can handle any design. And you will see that reflected in our stands at the various tradeshows. Our sector is about standing out from the crowd, from the competition, which means using new developments very precisely. This is a typical example of how we make a difference. I know for certain that customers will come to us specifically because of this. Eldee is and will continue to be the leading player in stand building.”
The CNC woodworking machine Masterwood 21.31KS
Such a fantastic piece of technology seems to make people superfluous …
R: “R: “The people who operate the CNC machine are technical, have an eye for detail and know a lot about the properties of wood. They are Eldee’s perfectionists. So however smart machines will become, they will never be able to do without human creativity. Humans are required to program in authenticity. The feeling, the passion and the designer’s love spring to the fore. Love for the project and the material. In this case, love for wood.”
So you love wood?
Isn’t it difficult to continually master new techniques?
R: “The people who operate the CNC machine are trained to let the machine function optimally. We are all queuing up to learn about it. Everyone wants to work with such a fantastic machine. You could describe it as being the icing on the cake of my job.”
If it allows you to display unlimited creativity, how do you know what you actually want to create?
R: “We visit tradeshows where possible and follow the trends. Every month, we make a mood board that helps our people visualise the latest trends. This at least ensures that everyone is up to date, but of course it’s even better to influence the trends. This is how we keep ourselves and our team alert and progressive.”
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