IT
FR
DE
ES
USAStudio Workshop - Interview with Lino di Betta
DEA: high-end furnishings for workshops that are ready for a change - Interview with Lino Di Betta, the inspirational force behind the company that manufactures workshop furnishings
Can you briefly tell us about DEA and what it does?
Our company was established in 2011. We use three-dimensional design techniques to build cabinets and complete furnishing solutions for auto repair shops. Our furnishings are top of the line. One might say that we design our clients' work environments based on their specific requirements. At Dea, we always do our best to interpret the needs of the client, whether it be an independent repair shop, an auto manufacturer, or a dealership.
How come you decided to specialise in high-end furnishings for workshops?
After conducting some market research, we identified a niche market that would allow us to develop our ideas. We are currently developing a new trend, whereby the configurations are even reaching the quality standards of auto showrooms. Based on this, we want to create an environment that will allow our clients to work in a different and more efficient manner than before, while at the same time creating aesthetic appeal.
What are the greatest challenges that you encounter along the pathway that leads from the design to the production of your products?
The first challenge arises immediately during the design phase, and concerns the dialogue between the structural designer and the investor. It is necessary to listen to the latter's requirements, and to come up with work environments that will meet their needs in a practical way. The second challenge, on the other hand, arises during the execution phase, once you're dealing with an actual work site and all the problems that can arise therein.
Are there any new products on the way?
At Dea, new developments arise to peak the client's interest in a project. In fact, we're always creating new products because the ideas begin with our clients' requests. The most important new development is continuous improvement. We want to increase the quality standards and reinforce our company's message: we manufacture high-and furnishings for clients who want to give their companies a unique feel.
On the website you talk about Dea as a unique response to the significant changes that have taken place in the automotive industry. To which changes are you referring and how are you facing them?
Dea is interpreting the changes of our times.We now create work environments that are full-fledged businesses. Changes are taking place in terms of spaces, which are n-times greater than they were in the past. It is also necessary to manage the layout of the work area, to interpret the standards, and to train the mechanics. Dynamics that are already present in more highly-evolved countries, like in northern Europe for example. We are professionals that see and anticipate trends by trying to bring the same message, idea, and business model to every corner of the globe.
What new developments will Dea be introducing at the international Equipe Auto trade fair in Paris this October?
We will be presenting the same product range displayed at the Autopromotec trade fair in Bologna, which will nevertheless constitute a new development for the French market. In particular, we will be proposing a new utensil trolley and a series of LED lights for the workbench.
Your clients include Ferrari, Porsche and Audi, to name just a few. Do you intend to expand to multi-brand workshops?
We don't want to limit our business. Therefore, the answer is yes. It all depends upon the client's investment capabilities and the business vision that they intend to pursue. We are quite happy to offer all of our know-how to every workshop that wants to distinguish itself from the competition, and overcome this difficult period of change by opening up a new economic cycle. Workshops that want to promote and encourage continuous change has a business culture. Workshops that don't think and act according to obsolete paradigms, but rather look ahead to the future, despite all of their past success.
