An immersive showcase that explored the fusion of art, engineering and artificial intelligence through the innovative Ceraluminium finish.

ASUS presented an immersive exhibition delving into the art-meets-engineering process behind the Ceraluminium finish, an innovative material that redefined how metal could look and feel, embodying the precision, craftsmanship and intelligence at the core of ASUS’s design philosophy.

Continuing the global journey that began in Milan, the Dubai edition brought a sensory narrative inspired by nature, sustainability and regional identity. The exhibition highlighted the creative process behind ASUS’s products, including the latest Zenbook and ProArt lines, demonstrating how performance, aesthetics and tactile experience converged.

At the heart of the exhibition was a newly commissioned interactive installation by Emirati artist and robotics expert Dr Ahmad AlAttar, founder of REALIITY. This kinetic, multi-sensory piece explored the relationship between humans, technology and the natural world, transforming ASUS’s design ethos into a tangible and emotional encounter. Through light, movement and interactivity, the installation reflected a shared vision where innovation became an extension of human experience, inviting visitors to engage with technology in meaningful, poetic ways.

About ASUS Middle East & Dr. Ahmad AlAttar:

Established in 1989, ASUS is a Taiwan-based, multinational computer hardware and consumer electronics company known for creating innovative and intuitive devices. With a dedicated team of over 5,000 in-house R&D experts, the company continues to redefine what is possible in technology and design. Ranked among Fortune’s World’s Most Admired Companies, ASUS is committed to achieving net zero emissions and advancing a circular economy through responsible innovation and sustainable practices.

Dr. Ahmad AlAttar is the founder of REALIITY, a Dubai-based tech-art studio specialising in immersive and interactive installations that merge technology, culture and heritage. His work bridges robotics and art, offering experiences that celebrate the UAE’s creative identity while exploring the evolving relationship between humanity and innovation.