Rockwell Automation $2.5 Million Dream Machine Aims to Inspire
MILWAUKEE, Sept. 13, 2006 - Miniatures of the Sailing Vessel (S/V) Denis Sullivan are rolling off the assembly line at the new Rockwell Automation Dream Machine, the first permanent exhibit at the just opened 120,000 square-foot Discovery World on Milwaukee's lake front. The $2.5 million interactive exhibit features a world-class demonstration of Rockwell Automation controls, sensors, systems and engineering and is designed to be a powerful educational vehicle for youth and families - providing them an engaging, interactive experience with advanced technologies.
"Today's youth are filled with tremendous potential! They want to learn concepts, to build things, to know what professionals know and to use that knowledge to create their place in the world," said Keith Nosbusch, chairman and CEO, Rockwell Automation. "Our goal is that the Rockwell Automation Dream Machine will inspire and teach the central principles of innovation, creativity, automation and its application in the modern industrial setting, while also encouraging young people to learn more about careers in engineering, science and technology."
The Dream Machine reflects the ongoing Rockwell Automation commitment to youth educational programs. More than 60 percent of the company's worldwide charitable giving is focused on educational support. Rockwell Automation engineers and the creative team at Discovery World worked together to develop the 2,300 square-foot machine that stands more than 15 feet tall and includes robots, lasers, cameras and many other elements of advanced technology.
Christine Rodriguez, president and CEO, Discovery World said, "The Rockwell Automation Dream Machine will advance community education about how industrial control and automation works in the world around us. We are excited to be able to offer this intriguing and interactive experience to visitors."
The Dream Machine is composed of a series of automated work stations operated by robotic and human attendants. Visitors will explore the fundamentals of design, control, sensors, programming logic, feedback and robotics through an engaging and fun interactive educational experience. The exhibit will encourage experimentation and give visitors a chance to directly interact with the machine's products and technology.
The centerpiece of the Rockwell Automation Dream Machine will be a fully automated, flexible die-cutting/assembly display. A circular conveyor system will carry selected materials that will be picked up by robots. Using touch screen controls on a nearby workstation, visitors will create a personalized product by selecting from several predetermined materials, colors and product designs. The Dream Machine then cuts, scores and produces semi-assembled items for visitors with instructions to complete at home. Initial items will include dragonflies and S/V Denis Sullivan replicas. The machine eventually will be able to produce more than 1,000 different products.
Upon approaching the Rockwell Automation Dream Machine, visitors will enter a gallery that features miniature versions of Milwaukee community landmarks operated with Rockwell Automation controls, such as the Rockwell Automation Allen-Bradley Clock, The Milwaukee Art Museum's Burke Brise Soleil and Miller Park. Visitors will turn cranks, pull levers and rotate the wheels of this interactive exhibit as they learn about core engineering principles, such as force, energy transfer and power distribution.
About Discovery World:
Discovery World Ltd., formed through a merger in 2004 with Pier Wisconsin, Ltd., is a nonprofit 501(c)3 organization whose mission is to connect innovation, science and technology with exploration, environment and our Great Lakes freshwater resources through interactive exhibits and experiential learning programs. Key features of its new recently-opened facility are the Technology Building, the Aquatarium and the S/V Denis Sullivan. For more details about specific programs, exhibit and aquarium openings, visit www.discoveryworld.org.
About Rockwell Automation:
Rockwell Automation (NYSE: ROK), is a leading global provider of automation, power, control, and information solutions that help manufacturers achieve a competitive advantage in their businesses. Headquartered in Milwaukee, Wis., U.S.A., the company employs about 21,000 people serving customers in more than 80 countries.
