ASUS Zenbook 14 Pop-up Store

Bringing Zen to Life

The chosen format was a neighbourhood café, open for two days. The concept was rooted in experiential marketing: introducing the laptop through materials, colour and hands-on experience, rather than technical specifications.

A café, not a showroom.

The product's name already suggested the idea. Rather than creating a demonstration space, we designed a place where people would come for a coffee and stay for the Zenbook. Visitors walked in as they would a neighbourhood café. They ordered a drink, settled in and explored the laptop, without being subjected to a product pitch.

The café setting encouraged a slower pace, creating the right atmosphere for discovery. It also allowed us to welcome very different audiences into the same space: journalists and content creators on Friday, Madrid locals on Saturday.

The creative vision: one material, two colours

Everything started with the design of the Zenbook 14: Ceraluminum, the material used for its casing, and its two launch colours, Komodo Coral and Arctic Blue. We let these two shades shape the space. The venue retained its original character: raw walls, exposed beams and original columns. The contrast between the existing Madrid architecture and bold coral accents brought the ASUS universe to life without resorting to a generic branded environment.

Key messages:

• "Design you can feel". A material best experienced through touch.
• AI designed around everyday use: technology explored through a personal experience.
• Zen as a way of life: a mindset associated with the brand, expressed through everything from the "Zen is my new aesthetic" neon sign to the merchandise.

The visitor journey follows the natural flow of a café. Each installation marks a stage of the experience, revealing a different aspect of the Zenbook 14.

The café, run by Maison Matcha.

Throughout the two-day event, the coffee bar was managed by Maison Matcha. A partner that gave the space the authenticity of a real café and offered Madrid locals a reason to step inside. The counter became the starting point of the experience, where visits began and conversations unfolded.

The AI moodboard: take home your own colour palette

Each guest had their photo taken in front of a screen. AI analysed their colours and created a personalised moodboard inspired by the Zenbook 14's colourways. Every guest left with their own moodboard.

The merchandise: a piece of the Zenbook universe to take home

Tote bags, accessories and "Zen vibes only" items formed a merchandise wall at the end of the visitor journey. On both Friday and Saturday, every guest left with a keepsake from the Zenbook universe.

The Ceraluminum turntable: experience the material firsthand

A vinyl turntable echoed the material used in the Zenbook 14. Visitors could run their fingers across its surface, spin it and feel the texture and warmth of Ceraluminum. A hands-on way to experience a material that technical specifications alone struggle to describe.

The hands-on experience area

The Zenbook 14 laptops were displayed on stands in the launch colours, freely accessible beneath the "Zen is my new aesthetic" neon sign. Visitors could explore the laptops at their own pace.

Saturday: a day open to everyone

On Saturday, the pop-up opened to the public with a programme designed to bring the Zen spirit to life throughout the day:

1. A morning yoga session, with the space transformed for the occasion.
2. A matcha workshop hosted by Violeta Mangriñán, who shared the story behind Maison Matcha.
3. A travel photography editing workshop with Mikel Boisset to round off the day.