ASUS

Sense the Zen

AI Enabled

year :

2026

industry :

Tech

AI Enabled

Creative Hub

campaign

Event

For the Italian launch of the new ASUS Zenbook 14, we conceived and developed “Sense the Zen”, a project that turns the brand’s claim Design You Can Feel into a space to inhabit. Technology is usually told through specs: we chose to tell it through sensations, creating a journey where Zenbook 14 isn’t explained, but recognised through the five senses.

A temporary store in the heart of Milan’s Quadrilatero welcomed the public, press, buyers and creators for an exclusive preview of the new laptop. The space unfolded across five corners, each dedicated to a sense and designed to reinterpret the three colour worlds of Zenbook 14 through a different language. The journey opened with sight, through Raw Inscriptions, a triptych created by artist Matteo Mauro exclusively for ASUS. It continued with touch, inviting visitors into direct contact with the devices, then smell, with three fragrances created to evoke the landscapes behind each colourway, and sound, with DJ Edmea translating the three colourways into music. It closed with taste, through a live showcooking by pastry chef Alberto Magri and his gourmet mignons inspired by the colours, shapes and lines of the Zenbook range.

Beyond Milan, we extended the concept to a selection of ASUS Gold Stores across Italy, bringing the sensory storytelling into retail and turning shop windows into a first invitation to discover the product.

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Talent Hub

press coverage

talent activation

shooting

Sense the Zen also moved from the event space onto the pages of INTERNI. In a dedicated editorial feature, we told the story of Matteo Mauro, the Sicilian, London-trained artist and pioneer of generative art, and of Raw Inscriptions, the triptych he created exclusively for ASUS. Ancestral marks engraved on brushed aluminium, inspired by the Ceraluminum™ texture and the three Zenbook 14 colourways, Komodo Coral, Zabriskie Beige and Arctic Blue, explore the tension between the primitive and the computational. A dialogue between art, design and technology that brought Zenbook 14 into the language of contemporary culture.

For each sense, we chose talents who already work with matter, sound and flavour: not testimonials, but co-authors of the experience. Artist Matteo Mauro shaped sight with Raw Inscriptions, a triptych created exclusively for ASUS. DJ Edmea gave the project its sound, turning the three Zenbook 14 colour worlds into music. Pastry chef Alberto Magri closed the journey with taste, reinterpreting the range in a selection of gourmet mignons. Three different languages, one shared vision.