Beyond the Specs: ASUS Puts Design in Focus at Dubai Design Week

Résumé détaillé

Through its ‘Design You Can Feel’ experience at THEA, ASUS gave visitors a closer look at its Zenbook range, highlighting the importance of design, materials and performance in personal technology

A laptop in a café is hardly an unusual sight. But during Dubai Design Week, ASUS turned that familiar setting into an opportunity for consumers to experience its latest devices in a different way.

From November 3 to 5, the technology company took over THEA at Dubai Design District for its ‘Design You Can Feel’ activation. Rather than setting up a conventional product display, ASUS brought its premium laptops into a café environment where visitors could try the devices, explore their finishes and learn more about their features.

The showcase featured the ASUS Zenbook 14 UX3480 alongside other devices from the company's premium portfolio.

For ASUS, the decision to move beyond a traditional product showcase reflected a wider change in how consumers choose personal technology. Performance and technical specifications remain important, but design, portability and ease of use are also influencing purchasing decisions.

“Dubai Design Week was the ideal stage for ‘Design You Can Feel’ because design is something people need to experience, not just read on a spec sheet,” said Lesley Cooke, Country Marketing Manager, ASUS Middle East.

“Rather than a traditional showcase, we created a space where our premium customers could see how our laptops fit seamlessly into everyday life, with a coffee in hand and the chance to try the devices themselves.”

The ASUS Zenbook 14 was presented in Arctic Blue, Komodo Coral and Zabriskie Beige highlighting the brand’s focus on design and materials.

The laptop features Ceraluminum™, a material developed by ASUS that combines ceramic and aluminium. Lightweight, durable and scratch-resistant, it is designed for users who regularly carry their laptops between locations.

According to Cooke, consumers increasingly want devices that meet their technical requirements without compromising on appearance.

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