ASUS turns THEA café at Dubai Design Week into a Zenbook 14 showcase

ASUS has moved its Zenbook 14 out of the showroom and into a café. From 3-5 November, the brand’s “Design You Can Feel” activation at THEA in Dubai Design District (d3) lets visitors handle the laptop in a space built around meeting, working and creating, as part of Dubai Design Week, which runs to 8 November.

This is ASUS’s second consecutive year at the event. Last time, the focus was the craftsmanship, materials and technology behind its laptops. This year the company says it wants a more tactile approach, with design-led touchpoints around the café that centre on colour, material, touch and interaction. Alongside the Zenbook 14, visitors can try a wider range of ASUS premium laptops aimed at productivity, multitasking and creative work.

The laptop at the centre

The star is the Zenbook 14 (UX3480), a Copilot+ PC that weighs as little as 1.1kg. ASUS pairs its all-metal chassis with Ceraluminum, a Zenbook-exclusive finish that gives the lid a ceramic-like feel, which is the “feel” the campaign leans on. The 14-inch 16:10 OLED display is common to the range, as are USB-C, USB Type-A and HDMI ports.

The processor depends on the version. The Snapdragon X model is the one ASUS pitches for Copilot+ PC features, and AMD and Intel configurations are also sold in the UAE. If you want the full picture on one of the variants, we’ve covered the Intel-based Zenbook 14 (UX3480QA) in our review. For something even more business-minded, ASUS also has the ExpertBook Ultra, which weighs 0.99kg.

UAE pricing and offers

ASUS says the Zenbook 14 is available now through the ASUS UAE eShop, with selected configurations starting from AED 3,499 and promotional savings of up to AED 1,000. The campaign also ties into the company’s 37th anniversary, so the eShop carries anniversary offers on selected products. Visitors to THEA can browse those afterwards, or skip the café and shop online directly.