Rockwell Automation is recognized as the world’s largest company for industrial automation and digital transformation. With the opening of its Bologna Customer Experience Center—a state-of-the-art experience and demonstration center—the company aims to help machine builders and end users across Europe, the Middle East, and Africa (EMEA) tackle the industry’s most pressing challenges. The new Customer Experience Center, designed to assist a wide range of industries including packaging, material handling, process manufacturing, and heavy industry, becomes Rockwell Automation’s third flagship facility, joining the popular centers in Milwaukee and Singapore.

Test solutions, shape the future

The center in Bologna was designed to provide hands-on experience with core solutions ranging from control, motion, and mechatronics to advanced technologies such as artificial intelligence, autonomous cart technology, and dynamic digital twins. The center also offers digital strategy planning, specialized training, and collaborative innovation, thereby helping machine builders and end users accelerate their digital transformation.

“Validate solutions in realistic scenarios”

“Manufacturers across the EMEA region are facing a multitude of challenges in the areas of technology, workforce, and supply chain,” explains Paolo Butti, Regional Director for Global Industrial Customers at Rockwell Automation. “The Bologna Customer Experience Center is our response to these challenges. A place where OEMs can access the latest innovations, validate solutions in realistic scenarios, and strengthen their teams for the future. This center will help our customers turn disruptive changes into competitive advantages.”

Overcoming OEM Challenges

The opening of the center in Bologna comes at a crucial time for machine builders. According to a new study by Rockwell Automation, manufacturers face a variety of challenges:

  • Shortcomings in technology adoption: 29 percent of OEMs worldwide state that the lack of suitable technology is an obstacle to achieving strategic goals.
  • Workforce instability: High turnover and a shortage of skilled workers rank among the top five global challenges for OEMs, with a significant number of companies in the EMEA region reporting staffing issues.
  • Costs of downtime: Globally, unplanned downtime averages $92,000 per hour, with high-performing OEMs achieving a 40 percent faster recovery through the use of advanced automation and digitalization solutions.
    •

    Putting Insights into Practice

    The Rockwell Center in Bologna helps address these industry challenges and offers three distinct areas for collaboration with customers:

  • Leadership Area: Provides remote access and live connections to production sites, enabling executive-level collaboration and strategic planning.
  • Technology and Proof-of-Concept Area: Offers hands-on demonstrations and machine testing, allowing OEMs and end users to validate solutions before full implementation. Customers can explore digital twins, virtual autonomous mobile robots (AMRs), and advanced mechatronics to accelerate innovation and reduce risk.
  • Competency Center: Offers technical training, product updates, and talent development programs, helping customers upskill their teams and close the talent gap.
    •

    The Center provides a hands-on environment for intensive collaboration where manufacturers can tackle technological challenges and strengthen their organizational resilience.

    Insights from 500 leading global OEMs

    The new OEM study is based on insights from 500 leading global OEMs regarding the technologies, challenges, and strategies that will shape the next era of industrial performance.

    Video

    v-cloak>