ASUS took center stage at Dubai Design Week 2025, held from November 4 to 9, with its groundbreaking exhibition titled ‘Design You Can Feel.’ Following its successful debut at Milan Design Week earlier in the year, the tech giant showcased a fusion of material innovation, cultural storytelling, and human-centered design. The exhibition aimed to transform the way users interact with technology, emphasizing emotional connections over mere functionality. Highlights included the unveiling of the world’s lightest Copilot+ PC, the Zenbook A14, and the Zenbook Ceraluminium Signature Edition, both exemplifying ASUS’s commitment to crafting devices that resonate on a sensory level. ‘We believe in the power of sensory experiences to forge meaningful connections with design,’ said Coraline Lin, ASUS Marketing Director. ‘Our goal is to create products that users can feel and connect with emotionally.’ A key innovation was Ceraluminium, a revolutionary material combining the aesthetic appeal of ceramic with the durability of aluminum. This lightweight, scratch-resistant material, crafted with precision akin to luxury watchmaking, aligns with the Zen philosophy of finding beauty in simplicity. ASUS also leveraged AI to enhance design, using data-driven insights to fine-tune every detail, from thermal performance to sound quality. The brand’s focus on personalization was evident in its tailored Zenbook models, each designed for specific lifestyles, from multitaskers to urban commuters. ASUS’s vision for the future of laptop design centers on merging tactile materials, sensory intelligence, and human emotion, ensuring that technology not only performs but also inspires.
Design You Can Feel: ASUS Brings Emotion Back to Technology at Dubai Design Week 2025
