ASUS utilized Dubai Design Week to launch its 'Design You Can Feel' activation, moving away from conventional product displays to engage consumers in a café environment. From November 3 to 5, the technology company occupied THEA at Dubai Design District, inviting attendees to interact with its premium portfolio directly. The initiative featured the ASUS Zenbook 14 UX3480 and other devices, allowing visitors to explore finishes and features while seated in a casual setting. According to Khaleej Times, this approach reflects a broader shift in consumer behavior, where aesthetic appeal and portability now rival technical specifications in purchasing decisions.
Lesley Cooke, Country Marketing Manager for ASUS Middle East, stated that the event was designed to demonstrate how technology integrates into daily life. She told Khaleej Times that design is an experience rather than a mere specification. The company emphasized that modern buyers seek devices that balance technical requirements with personal style. "They’re looking for design, performance and something that reflects their individuality," Cooke said, according to Khaleej Times. This sentiment drove the decision to place laptops in a café, enabling users to assess how the devices fit into their routines.
The showcase highlighted specific design elements, particularly the materials used in the Zenbook 14. The device was presented in Arctic Blue, Komodo Coral, and Zabriskie Beige, featuring Ceraluminum™. This proprietary material combines ceramic and aluminum to create a surface that is lightweight, durable, and scratch-resistant. Khaleej Times reported that these features target users who frequently transport their devices. The activation also extended to the ProArt range, which targets creative professionals requiring high processing power and AI capabilities for demanding tasks.
Beyond the Zenbook and ProArt lines, the event included devices for students, gamers, and working professionals. ASUS aimed to address the challenge of delivering powerful computing in slim, portable forms. Cooke noted that the company considers physical design alongside battery life and AI integration. "However, appearance is only one part of the equation," she added, according to Khaleej Times. The brand stressed that the user experience must remain robust regardless of the device's aesthetic. The activation concluded with an announcement of 37th-anniversary offers available through the UAE eShop, inviting further consumer engagement beyond the event space.