This article deals with the propositon of a new generation of our industrial factories. The integration of the most resulting advanced techniques will lead to a change of paradigm in the definition of new efficient production systems. In this article, we develop the main ideas of the project ARTUR. The core is to build new and executable strategies for embedding both current and new simulation capabilities into factory material processing and product evaluation; thereby creating a human friendly "robotic" factory environment where online simulation can control both process and product performance in real-time.