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After the successes of the Senses Remix and Experience the Infinity exhibitions at previous years’ Milan Design Week, ASUS returns in 2013 by introducing us to Authentic Beauty. Held at the Arsenale in Opificio 31 (via Tortona 31) courtyard from April 9 – 14 2013, this exhibition showcases innovative ASUS products like the PadFone™ Infinity, ASUS TAICHI™ and Transformer Book Ultrabook™, ASUS Transformer AiO all-in-one desktop , and VivoTab™ Smart tablet. The exhibition will be spread out over two levels, with the first showcasing key products and the second having gallery-style displays of other ASUS products. Product design videos, 3D video-map projections and intricate lighting help highlight each product’s unique elements.

“Authentic Beauty can stir a range of emotions, it is something we constantly strive to achieve with the Design Thinking that drives our products,” says Manuela Lavezzari, marketing manager of ASUS Italy. “By striving for honesty in design, we hope to achieve some measure of perfection — and fulfill the ASUS promise of products that deliver the incredible.”

ASUS’s “Design Thinking – Start with People” philosophy and starts with the idea that technology must be able to adapt to users’ ever-changing lifestyles, and not the other way around. With that in mind, it’s not hard to imagine a time when we’re all using mobile devices or notebooks with roll-out screens or holographic displays, but until technology catches up with our imaginations, we need other solutions to meet our diverse needs. That’s the challenge ASUS designers face with every product proposal, sketch and mock up.

“Start with People begins with understanding what our users are thinking, feeling, and doing – what they value. By focusing on understanding the needs of people, we will design ideal experiences that inspire and compel,” says ASUS Design spokesperson Jen Chuang. It’s an approach that works, with ASUS winning nine iF Design Awards in 2013, as well as other accolades from Good Design, Red Dot, and G Mark.

At the end of the day, it is more than just penning beautiful products. It also must have the technology to deliver compelling user experiences – the ASUS Happiness 2.0 strategy gives users crystal-clear images on IPS displays, immersive SonicMaster audio, multi-touch Smart Gesture track pads.

“Whatever the product, consumer experience is paramount. Good design is ultimately about putting products into people’s hands; a successful product is simply one that everyone loves to use,” adds Jen.

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