ASUS is bringing its “Design You Can Feel” philosophy to THEA at Dubai Design District during Dubai Design Week. The ASUS × THEA experience runs from 3 to 5 November 2026.

The company is transforming the café into an immersive space. Visitors can experience ASUS through design, material, colour and lifestyle.

Attendees can step into the Zenbook experience and explore the latest products hands-on. The setup also shows how ASUS is bringing technology into the spaces where people work, create, meet and spend their everyday lives.

The latest Zenbook 14 will take centre stage at Dubai Design Week. It will be showcased in Arctic Blue and Komodo Coral.

At the heart of its design is ASUS Ceraluminum™. This signature material combines the durability of ceramic with the lightweight characteristics of aluminum. The finishes are designed to be seen, touched and experienced. This reflects ASUS’s belief that personal technology should create a more emotional connection with the people who use it.

In addition, visitors can explore the wider ASUS premium line-up and find the right device for their needs. Students can look at options for everyday portability. Creators can see powerful creative tools. Solopreneurs can explore devices that balance productivity and mobility. Gamers can find performance on the move.

THEA is located in the heart of Dubai Design District. The venue brings together contemporary hospitality, French and Mediterranean influences, and a warm café environment. For the event, it will become part of the ASUS story. Coffee, hospitality, visual design and hands-on technology will come together in one place.

The activation extends “Design You Can Feel” beyond exhibitions and traditional retail. It turns the Zenbook design language into a real-life consumer experience. The experience is built around discovery, interaction and everyday lifestyle moments.

Visitors who want to continue their ASUS journey can also explore the ASUS UAE eShop. Selected 37th Anniversary offers will be available across the portfolio. The eShop offer complements the physical experience at THEA. It gives visitors a simple next step after discovering the products in person.

ASUS × THEA will take place at Dubai Design District (d3) from 3 to 5 November 2026 during Dubai Design Week. The event is built around one idea: Design You Can Feel.

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