The moment I walked into the new LiGong ASUS building, it reminded me of my first visit to the National Library. Probably because the lobby of the new ASUS building, although elegant, has a strong humanistic atmosphere.

November 2019 is a very special time for ASUS, it marks two years since the official beginning of design, planning, and construction of the new ASUS building. In November, I began to see members of ASUS migrating to the new building. After more than a month of packing, sorting and cleaning, my colleagues and I also made the move. Thanks to the hard work and careful construction of all related teams, in addition to the beautiful and comfortable architecture and space design, the new building has also been awarded the honor of the LEED Platinum Green Building Certification in the United States. The new building houses a total of about 6,000 people. In the lobby window of the new building, we have showcased the design concepts behind ASUS technology and design capabilities.

I am fortunate to speak directly with the designers and ask them about the design concepts and problems encountered in the ten windows displays of the lobby.

I spent the afternoon interviewing with several designers, talking and watching, and listening to their guides, feeling as if I was in a museum or an art gallery.

Sometimes we take design for granted, not fully realizing the numerous iterations of before a final version. One of the advantages of being an interviewer is getting to see first hand the previous proposals from the designers for the displays. The “model kit” design was selected as the final option, conveying the sense of products as a combination of different elements.

Designer Lu Yun shares other display proposals.

Next to the device, small icons explain some characteristics of the device. The small picture next to the P6300 shows that it is the first laptop in the world to be accompanied by Russians on the Russian Mir space station. Under the extremely severe temperature and pressure, it can work without problems for 600 days of continuous use.

The Zenfone display gives a brief history of the Zenfone device. The designer uses a simple and direct way to convey the characteristics of each generation of Zenfone.

ASUS Eee PC and the Transformer Pad are classic products of ASUS.

The second floor hosts even more ASUS classics.

ASUS highly values aesthetics and design. The past thirty years have revealed this through different innovative designs from ASUS. We have launched many products that have made great breakthroughs in consumer technology design. We have even used natural materials like bamboo or leather. ASUS has collaborated with experts from different fields like The EeePC series in 2010 with poet Karim Rashid, and the NX90 with designer David Lewis who famously designed many B&O products.

Designers are very mindful. While exhibiting these classic products, they also grappled with other choices in materials, colors, totems, and surfaces in the research and development process of each product. The simplistic display conceals the pursuit of perfection.

Passing this window, we see the latest Zenbook, as well as several stages of the development process.

Designers have added a lot of contextual representations in this window, describing thoroughly, and allowing viewers to grasp the power and beauty of Zenbook.

The challenge for designers is to display the design meaning of Zenbook through various objects. From the design concept to the production process, it is all linked.

The ROG window displays the design proposals and processes of ROG products.

Designers regularly analyzed and validated before the presentation.

ROG’s products are very intense. Every detail must be inspected in person.

There are many ROG products, from accessories to desktops, and a good layout is necessary to make space not feel cramped.

Looking at the thoughts of each motherboard, we can see that the designers are tenacious and emphasize aesthetics.

Designers have to consider, in addition to appearance, design communication and practicality. Thanks to every designer for their perseverance on proposal, design, planning, and execution. They have put in a lot of effort and ingenuity so that everyone can appreciate the meticulous design hours put into these products.