This video highlights the design stories behind the latest ASUS products, which were exhibited at Dezeen and technology brand ASUS’s Design You Can Feel showcase at Milan design week.
The event, which took place in the historic 1920s Galleria Meravigli in Milan, explored themes of materiality, craftsmanship and artificial intelligence (AI).
The event featured a selection of interactive exhibits by ASUS that demonstrated the innovative design processes behind its products, showcasing how the brand aims to merge technology, mechanical engineering and material exploration to create intuitive and tactile products.
The exhibition was on show during Milan design week
“At ASUS, design thinking is ingrained in our DNA, prioritising human needs and experiences in every product we create,” ASUS said.
“Empathy sits at our core, starting with a deep understanding of how people live, work and interact with technology.”
The lightness of ASUS Zenbook was showcased at the exhibition
Included in the showcase were a wide range of ASUS laptops and playful exhibits. Visitors were able to interact with the ASUS Zenbook laptops – known for their lightweight and slim profile, each weighing under one kilogram – and experience the tactile, durable chassis made from ASUS’s proprietary Ceraluminum material.
Ceraluminum is a material developed by ASUS that fuses the lightness of aluminium with the strength of ceramics.
Also on display was the ASUS Zenbook DUO, which was designed to combine the functionality of a traditional laptop with the flexibility of a dual-screen setup, while offering portability and high performance.
Exhibits demonstrated the durability of the ASUS ProArt laptop
As part of the showcase, the ProArt laptop series was presented through a series of stress tests, such as metal ball strikes and drops, designed to highlight its durability.
The series was engineered for challenging conditions, including extreme weather and dust tolerance. It features an anti-fingerprint coating that repels smudges and causes water to bead on the surface.
Visitors could smell the different scents emitted by the Adol laptop
The event also showcased other ASUS models, including Adol, one of the first laptops to include an integrated aroma diffuser.
It also featured the ROG ACRONYM laptop, a portable gaming laptop with intricate CNC-milled patterns that vary in depth and texture, creating dynamic surfaces that catch light differently.
The ROG ACRONYM laptop features an integrated carry strap
On show for the first time, ASUS also revealed four exclusive limited editions of its Zenbook laptop, each finished in the brand’s signature Ceraluminum material.
Each device in the Ceraluminum Signature Edition series features a unique Ceraluminum finish that draws inspiration from natural landscapes around the world.
The four editions draw from the volcanic terrain of Iceland; the mineral-rich thermal waters of Pamukkale, Turkey; the sandstone cliffs and dunes of Wadi Rum, Jordan; and the bioluminescent shores of the Maldives.
ASUS displayed the Ceraluminum Signature Edition for the first time
The Design You Can Feel showcase marks the second collaboration between Dezeen and ASUS Zenbook, building on the success of last year’s Design You Can Feel installation during London Design Festival.
Design You Can Feel ran from 8 to 13 April at Galleria Meravigli. Find out more information at: dezeen.com/designyoucanfeel.
The photography is by Mark Cocksedge.
Partnership content
Design You Can Feel is a partnership between Dezeen and ASUS Zenbook. Find out more about Dezeen partnership content here.
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