ASUS Unveils “Design You Can Feel” and Ceraluminium Innovation at Dubai Design Week

At Dubai Design Week, ASUS unveiled its new design philosophy — “Design You Can Feel” — showcasing how the brand blends art, engineering, and emotion into every product. Central to this evolution is Ceraluminium, a breakthrough material exclusive to the Zenbook series that combines the durability of metal with the tactile beauty of ceramic. In this interview Caroline Lin, the Marketing Director of ASUS explains how sensory experience drives its innovation, why Dubai was chosen as the launchpad, and how AI is shaping the future of personalized design

What inspired the theme “Design You Can Feel” — and how does ASUS interpret the relationship between art, engineering, and emotion through design?
The start point is actually quite simple. We want everyone to “feel Zenbook”. Feel the design, and the design that makes you feel. That feeling of wanting to touch a soft teddy bear, or hearing a soda fizz the moment you see it. Because it’s our nature urge
to feel something.

How does this exhibit align with ASUS’s broader brand philosophy and vision for design-led innovation?
At our core, we believe in the power of sensory experiences to forge meaningful connections with design. It’s all about crafting products that allow each user to feel and make good use of our innovations. We prioritize understanding individual feelings and desires, defining this desirability as we craft our products.” We believe that true innovation isn’t merely about what something does, but how it makes you feel. and believe in the power of sensory experiences to forge meaningful connections with design. that allow each user to feel and make good use of our innovations.

And that’s the reason why we don’t just design the laptop for broader appeal. ASUS takes a different path. From multitasker, mobile professional to commuter. The design objective for the ASUS Zenbook is to achieve the optimal balance of physical design (Form), user experience (Feel), and technical capability (Laptop), resulting in a highly individualized product solution.

Ceraluminium sounds like a major breakthrough — can you explain what makes it different from traditional aluminum finishes?
Built differently. Built to make a difference. Ceraluminium offers a balance of durability, longevity, and exquisite craftsmanship. ASUS spent four years fine-tuning the colors, texture and hardness of this innovative material, and the results speak for themselves. The technique gives metal alloy a longer lifespan by making it harder and more resistant to wear. It is also anti-abrasive and protects against corrosion, while lending an extremely beautiful aesthetic touch and an extremely pleasant feel.

Increasing their:

• Wear resistance
• Hardness
• Lifespan
• Unique texture and colours

Design-wise, you will first be drawn to the exceptional high-quality surface, then to the very special sensation of texture. Not only for the looks but also on the FEEL. Creating something this beautiful, in ceramic, requires a huge amount of know-how and patience.

Being 30% lighter and 3X stronger than aluminum chassis. This material is not just decorative; it’s functional which is highly resistant to fingerprints and scratches while retaining the lightweight and durable performance. This embodies the Zen principle of
balancing utility and beauty.

What challenges did your engineering and materials teams face in achieving this unique blend of ceramic-like texture and metallic durability?
During the entire process, zero pigment is added—the natural patina is true modern alchemy. The resulting color, shades, porosity, and smooth, detailed texture are all fine-tuned by temperature, voltage, and electric current. Achieving the exact right color and creating the precise tactile quality on a laptop chassis is the result of years of applied expertise.

To get the exact hardness—the exact balance of being wear- and scratch-resistant without being easily cracked—requires the engineering, materials teams, and ID designers to work together to perfect the chassis design.

Is ASUS planning to expand Ceraluminium into other product lines beyond Zenbook devices?
Ceraluminum is exclusively to ASUS Zenbook. It’s going to be the visual identity of this collection.

Can you share how ASUS is leveraging AI to enhance creativity, performance, or personalization in its devices?
ASUS uses its proprietary feedback system with AI to integrate global customer insights instantly, allowing us to micro-tune every detail—from thermal performance and keycap texture to visual and sound quality. Furthermore, AI-driven simulations optimize the product’s physical form, tactile feel, and UI/UX, ensuring our design is precise, personalized, and perfectly executed in a more responsive manner,

Why did ASUS choose Dubai Design Week as the platform to debut Ceraluminium and this new design philosophy?Choosing Dubai Design Week to debut Ceraluminium and our “Design You Can Feel” philosophy is a deliberate, strategic decision centered on cultural resonance and global market strategy. We utilize Dubai, the vital commercial and cultural gateway to the Middle East, to connect with a sophisticated regional audience that deeply appreciates meticulous craftsmanship and enduring design.

While Milan establishes our aesthetic artistry, Dubai allows us to validate that Ceraluminium—our process of modern alchemy delivering a unique smooth feel and stable colors—resonates with the regional preference for timeless, prestigious aesthetics. This strategic placement ensures maximum visibility among key regional influencers and high-net-worth consumers, positioning the Zenbook as a market leader and reinforcing ASUS’s status as a true global design authority whose innovation transcends borders; in essence, Dubai Design Week is the perfect launchpad to validate the Zenbook as offering a culturally resonant, premium experience for the discerning Middle Eastern consumer.