Presenting Dezeen and ASUS's ‘Design You Can Feel’ showcase, produced by My Beautiful City. ASUS and Dezeen’s showcase features an interactive installation by Studio Ini for Milan Design Week 2025. 

“Bridging an element of spectacle with a tactile familiarity is what sets Salone del Mobile apart from key luxury moments. Together with our production team at My Beautiful City, Dezeen challenges the understanding of future materiality and technology with kinetic and AI powered experience,” MBC Founder & Creative Director Robin Scott-Lawson.

How do materiality, craftsmanship and AI intertwine in modern design? 

“From the faint flora of ASUS scent technology, to our explorationASUS's proprietary Ceraluminum material, we decode what powers tomorrow’s experiences. Our creative production team brings ASUS’s state-of-the-art design language to life through immersive, sensory storytelling,”  My Beautiful City. 

LUXURY IN NUMBERS

Set beneath the arched glass ceiling of Galleria Meravigli, “Design You Can Feel”—transformed space in real time. A team of 8 producers and engineers brought this large-scale kinetic structure to life across 5 days of build. 

10,569 visitors, 2 parties, 7 days of public viewing, and queues around the block, My Beautiful City left its stamp on Salone del Mobile 2025.