You don't often find the words "revolution" and "steel pipes" in the same sentence, however, Eonmetall is set to change that. The company, which began as a steel pipe manufacturer, has now evolved into an international business with revolutionary marketing ideas and innovative design geared to impress both residential and commercial consumers.

Kent Goh, the COO of Eonmetall Group and creative director of 180°Design shares how it all began: "In the beginning when my father founded the company, we were focused on making steel pipes. Then one day, a Middle Eastern guy came to my father with the idea of setting up a racking business. Back then, my father understood that there was a demand in the Middle East for racks, so he listened to the client's needs and saw a potential new market."

With the mindset that every generation needs a new revolution, the founding parents of Eonmetall Group jumped at the opportunity to cross borders and pursue a potential new market for their products. Despite the lack of higher education, his father had a keen entrepreneur's acumen, and thus the company began to produce industrial racks. The rest, as they say, is history.

When the time came for Mr. Goh to take over the family business, he admits that it was a bit awkward in the beginning. All home rack products in the market looked alike, plus he discovered some serious quality issues when testing them - he couldn't set up the racks by himself! He knew there had to be a better way and to take the business to greater heights, a revolution was necessary.

_{He's fond of painting family interests. This is his wife, Teresa, who loves eating crabs. And that is the Afisa Rack - a combination of steel and wood from Eonmetall's 180°Design collection.}

It didn't take long for him to realise that the possibilities were endless. "For example, we found that many work tables don't have good lighting, so we created a table with a LED light. And thanks to printing technology, we can also experiment with patterns and materials like camouflage, flowers, marble or wood."

Now that Mr. Goh had a quality product that could be assembled at home, he just had to figure out how to sell it. How could he sell industrial racks as consumer furniture? Turns out, Mr. Goh had plenty of ideas to accessories and customise the racks for a variety of uses.

"My first idea was to produce the racks in different colours to attract customers. Then I also considered accessories - what if we remove the steel shelving and replace it with a plastic tray? It could serve as a multi-function rack. We could add accessories to turn the racks into planters for different plants," explained Mr. Goh.

And remember that small problem about self-assembly? Eonmetall now has a rack that can be set up in one minute. Not only are these racks simple to use, some of them are also designed for ease of use and transport. "Why do I have a rack that takes me 15-20 minutes to set up? That's a waste of time. So, we designed racks that people can just lock and take out," said Mr. Goh.

_{Look closely and you'll see this is a different version of Dennis's son. Not entirely happy with the first rendition, Dennis has painted him again, later into the evening. Thanks to the Huli Tafel for providing a nice, sturdy platform.}

 _{During a painting break, it's nice to have a coffee table nearby for more relaxed pleasures. Kope Papa (which comes with the Noho Stool) can be a coffee-work-table in one.}