Luxury laptop manufacturer Asus unveils its premium Zenbooks line during Milan Design Week
Asus Unveils Lightweight Zenbook Signature Edition Series Inspired by Earth's Natural Beauty
At Milan Design Week 2025, Asus showcased its new Zenbook Signature Edition series, a collection of lightweight, durable laptops designed to cater to the needs of commuters in Japan and South Korea. The series, with its unique colour palette inspired by Iceland, Turkey, Wadi Rum, and Maldives, pays tribute to Earth's natural beauty and emphasises meaningful aesthetics, long-lasting materials, and textures that evoke the spirit and character of these distinctive places.
The new Zenbooks, weighing under one kilogram and sliver-thin, boast batteries that last 22 to 26 hours on a single charge, ensuring uninterrupted work or play throughout the day. The focus on durability is evident, with the material used in the laptops being three times more resistant to fracture than standard laptop aluminum.
The centrepiece of Asus's display was an installation called 'Willful Wonder', a long, narrow walkway flanked by silver, semi-transparent, angel-like wings. This installation, designed by Nassia Inglessis's Studio INI, uses Ceraluminum, a proprietary technology developed by Asus, for the triangular panels.
Each Zenbook in the series is named after a real-world landscape: Obsidian Black (Geldingadalir, Iceland), Pamukkale White (Pamukkale, Turkey), Terra Mocha (Wadi Rum), and Luminous Blue (Vaadhoo Island, Maldives). These names reflect a tribute to Earth's natural beauty and aim to connect the user emotionally with the laptop, making the device not just a tool, but a statement piece that embodies the spirit of these inspiring places.
Asus's slogan for the new Zenbook Signature Edition series is "In Search of Incredible", a testament to the company's commitment to pushing the boundaries of technology and design. The event in Galleria Meravigli, Milan, demonstrated Asus's approach to "Design You Can Feel", with the use of organic-feeling, warm colors to evoke emotions and resonate with nature.
While detailed official descriptions about what each specific color exactly denotes in Asus materials were not found, the showcased homage to Earth’s beauty through these places suggests a design philosophy rooted in celebrating global natural wonders and meaningful storytelling through color and texture. This aligns with Asus’s broader design approach visible in their OLED laptop lines focusing on vibrant, cinema-grade colors and thoughtful aesthetics.
- The Zenbook Signature Edition series, created by Asus, not only incorporates advanced technology in their slim and durable gadgets but also pays homage to Earth's natural beauty through unique color palettes inspired by Iceland, Turkey, Wadi Rum, and Maldives, transforming each device into a statement piece that embodies the spirit of these places.
- Asus's slogan for the new Zenbook Signature Edition series, "In Search of Incredible", signifies the company's commitment to pushing the boundaries of technology and design, leveraging technology to create gadgets that not only serve practical purposes but also resonate with the user's emotions, inspired by Earth's natural beauty.
