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Authentic Beauty

Asus event | Milan Design Week

PegAsus, the winged horse in Greek mythology represents inspiration and knowledge. These facets are not lost in Asus, which is named after it. The company embodies the strength, purity,  and creative spirit of this mythical creature, and soars to new heights with each product it produces.

Start with people

During the Milan Design Week 2013, Asus featured its “Authentic Beauty” exhibition showcasing innovative and uniquely crafted products. Loyal to the company promise of products that can deliver the incredible, the Authentic Beauty exhibition stirred a range of emotions that constantly strive to embrace the cutting edge “Design Thinking - start with people“  philosophy that characterise the global high-tech company.

Beauty in all its forms

The concept behind the Authentic Beauty exhibition is the beginning of beauty in all its forms and expressions. Driven by innovation and committed to quality, the event showcased the unique company attempt to strive for honesty in design, offering to the audience a vivid snapshot of its sharp solutions and experiences.

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A multi sensory experience

Each projection involved a multi-sensory journey able to attract and fulfill the visitor's attention.

Thanks to the 3D projection mapping technology we engaged the audience by providing a natural immersive experience. The five different installations aimed to show the peculiar characteristics of each new Asus product. Visitors were able to project themselves at the center of the Asus ecosystem, bonding not only with the brand but also with the entire company culture.

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Humans and technology

With just three weeks for design and production, the whole team did an incredible job, concepting and delivering a full set of cutting edge animations. The moving images, projected on the devices were able to convey a deep level of emotional connection, reflecting the intimate relation between humans and technology and allowing the audience to truly appreciate the culture of this revolutionary company.

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