ASUS Design Center Presents Our Touch of Life Exhibition at Milan Design Week 2014


Showcasing designs inspired by life and touched by the incredible

ASUS Design Center, the award-winning design team within ASUS, is presenting its Our Touch of Life exhibition at Milan Design Week from 8th to 13th April, 2014 at Milano-Tortona 32. This year's exhibition highlights the design team’s philosophy of giving a touch of life to all of its creations by making technology personal and providing charming, memorable user experiences. The essence of Our Touch of Life portrays human connection, the seamless integration of technology with everyday life, and the balance of design expression with functionality. The exhibition features a stunning creative installation by ASUS Design Center and a product gallery with a wide range of ASUS products on display. Visitors are invited to interact with the installation and products, and experience firsthand how ASUS creations embody humanity, beauty and functionality.

Our Touch of Life

The Our Touch of Life exhibition theme at Milan Design Week focuses on the ASUS design philosophy of creating truly personal products that connect emotionally with the user to produce memorable experiences. Central to creating these experiences are three key elements that drive ASUS design and, combined together, add a touch of life to ASUS products. Designs must be adaptive, pure and expressive. A design is adaptive when it is intuitive to use, has purposeful features and echoes natural forms; pure when it has a simple form composed of precise lines and smooth surfaces; and expressive when it incorporates captivating details and provides a premium user experience.

Visitors to the exhibition will experience a dynamic Moments of Life art installation that represents the Our Touch of Life theme and expresses the ASUS design philosophy. Echoing the exhibition's circle icon, the installation features three large, hanging disc-shaped sculptures. Each disc is composed of many concentric circles able to move freely on a central axis, giving each sculpture the ability to become a three-dimensional shape. The sculptures are reflective and have lighting and effects projected on them to create a captivating, constantly changing display unique to each visitor.

ASUS designers chose the circle as the exhibition icon because it echoes the ASUS design philosophy of being adaptive, pure and expressive. As one of the most basic shapes in nature, it is universal and represents ultimate simplicity. It is also suggestive of the shape of the human face, implying warmth and friendliness. The circle is an expressive design element found in many leading ASUS products such as the circle design on the brushed metallic finish of Zenbook NX500 and the concentric circle faceplate detail on ZenFone.

After viewing the installation, visitors to the exhibition can enjoy hands-on experiences with ASUS devices in the product gallery and see for themselves how ASUS designs are inspired by life and touched by the incredible.Interactive projections highlight the products and describe their features in a rich and engaging way. Products on display include smartphones such as ZenFone, 2-in-1 Concept devices including PadFone mini and Transformer Book T100, Ultra Mobility devices such as the Zenbook UX301 Ultrabook™, and ‘Desktop Evolution’ devices featuring All-in-One PC ET2321 and VivoMouse.

ASUS Design Center

ASUS Design Center is a multi-disciplinary and award-winning team within ASUS. It consists of a group of designers, engineers, and dreamers who pride themselves on crafting incredible experiences. ASUS designers put the user at the center of the design process and focus on creating innovative products that make technology personal and provide a premium user experience.

ASUS designers believe that as technology becomes more personal, devices should strive to provide an intuitive user experience. Products should stand out by balancing purity in design expression and execution. Looking ahead, ASUS designers see technology that is very human, seamlessly integrated and designed with a touch of life.

The iF International Forum Design currently ranks ASUS Design Center 12th in the iF Creative category and awarded them with 11 prestigious iF Product Design Awards in 2014. iF Design Awards are recognized worldwide as a seal of quality for products that excel in specific criteria including design quality, degree of innovation, functionality, ergonomics and more. Additionally, in 2013, ASUS Design Center received multiple valuable design awards, including Good Design Awards and Red Dot Product Design Awards.