Exhibition to showcase design thinking behind ASUS products
ASUS is once again pushing the boundaries of design innovation with its latest exhibition, “Design You Can Feel,” set to take place in Milan’s historic 1920s gallery. More than just a product showcase, this immersive installation delves into the brand’s design philosophy, where cutting-edge technology meets material exploration and artistic expression. By blending engineering precision with tactile interaction, ASUS invites visitors to experience a new dimension of digital design—one that is not only seen but also felt.
At the heart of the exhibition is the ASUS Zenbook lineup, a series of ultra-portable premium laptops that seamlessly integrate advanced AI tools with the brand’s proprietary Ceraluminum™ material. Combining the lightweight properties of metal with the resilience of ceramics, these laptops embody ASUS’ design ethos — Inspired, Immersive, Intuitive, Quiet, and Secure. This holistic approach ensures that each device is more than a tool; it is an extension of the user’s experience, fostering a deeper emotional connection between technology and its owner. Beyond Zenbook, the exhibition will also feature other ASUS models, including ProArt, Adol, Vivobook, and ROG ACRONYM, offering a hands-on space where visitors can engage with the latest innovations firsthand.
The ASUS Zenbook A14 weighs less than 1 kg | Image courtesy ©ASUSTeK Computer Inc.
ASUS Zenbook Ceraluminum™ Limited Edition: A Tribute to Nature
A standout feature of the Milan showcase will be the debut of four exclusive ASUS Zenbook Ceraluminum™ Limited Editions, inspired by nature’s most awe-inspiring landscapes. From rugged terrains to serene coastal hues, each design pays homage to the raw beauty of the natural world, reflecting ASUS’ dedication to creating technology that is both functional and artful. The attention to detail extends beyond the laptop itself to its accessories, with sleeves and packaging echoing the same organic aesthetic. This collection is not just a tribute to nature but a testament to ASUS’ commitment to durability, longevity, and sustainability.
Ceraluminum™, a pioneering ceramic-metal hybrid, represents years of research and refinement. Unlike traditional anodization processes that rely on hazardous chemicals, ASUS has developed a more eco-friendly method that replaces acids with a high-voltage process using pure water. This innovation eliminates volatile organic compounds (VOCs) and heavy metals from wastewater while ensuring 100% recyclability. With precise control over color, texture, and hardness—achieved through electric current and mineral formulas — Ceraluminum™ offers unparalleled scratch resistance and a distinct, naturally inspired aesthetic.
Studio INI Desinger Nassia Inglessis | Image courtesy ©ASUSTeK Computer Inc.
Studio INI to create bespoke installation
A central highlight of the exhibition will be a specially commissioned installation by Studio INI, an experimental design and research studio known for its dynamic, interactive creations. This cutting-edge piece will blend design, technology, and engineering with artistic expression, resulting in a kinetic, biomimetic sculpture that responds in real time to visitor interactions. By incorporating movement and sensory engagement, the installation will bring ASUS’ design philosophy to life, illustrating how form and function can merge in unexpected, immersive ways.
At the core of the experience is sensory stimulation, encouraging visitors to engage with the installation through touch. The sculpture will showcase the unique tactility of ASUS Ceraluminum™ material, allowing guests to experience its distinct texture firsthand. Advanced sensors will track these interactions, using the collected data to generate AI-driven visualizations that reflect visitors’ real-world behaviors, transforming physical engagement into a digital artistic expression.
Beyond its aesthetic and technological appeal, the installation also serves as a statement on the evolving relationship between humans and technology. By translating physical touch into interactive data-driven art, the exhibition underscores the growing role of AI in shaping how we experience and interpret design. This fusion of the organic and the digital reaffirms ASUS’ commitment to pushing the boundaries of innovation, making “Design You Can Feel” an exploration of both present and future possibilities in interactive design.
Design You Can Feel exhibition world tour
The Milan exhibition is the third “Design You Can Feel” exhibition, following events in Shanghai and London that showcased material innovation, craftsmanship, and AI. The Milan exhibition will expand on the themes of the previous exhibition at the biggest and most influential design event in the world. By merging sustainability with next-generation materials and design ingenuity, ASUS is reshaping the future of digital craftsmanship. “Design You Can Feel” is not just an exhibition—it is a bold statement on the evolution of technology, proving that the best innovations are not only functional but also deeply sensory experiences.
Zenbook A14 (UX3407) | Image courtesy ©ASUSTeK Computer Inc.
ASUS has long been recognized for its leading innovations in consumer technology, from high-performance laptops to immersive gaming experiences. However, with “Design You Can Feel,” the company shifts its focus toward the often-underappreciated realm of tactile sensation in digital devices. This exhibition underscores the notion that touch plays an essential role in how we interact with the world, and that thoughtful materiality can enhance the way we engage with technology.
The showcase will feature a series of concept designs and experimental devices that push the boundaries of what users can expect from touch-responsive surfaces. ASUS is not merely designing for aesthetics or functionality but for a holistic experience that considers the physical and emotional impact of texture, temperature, and material responsiveness.
ASUS is a global technology leader that provides the world’s most innovative and intuitive devices, components, and solutions to deliver incredible experiences that enhance the lives of people everywhere. With its team of 5,000 in-house R&D experts, the company is world-renowned for continuously reimagining today’s technologies. Consistently ranked as one of Fortune’s World’s Most Admired Companies, ASUS is also committed to sustaining an incredible future. The goal is to create a net zero enterprise that helps drive the shift towards a circular economy, with a responsible supply chain creating shared value for every one of us.
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