ASUS Flagship Concept

We were appointed by Asus to come up with a new store concept that could reflect the brand positioning as far as sustainability and customer experience is concerned whilst promoting their latest ultra-thin laptop range.

The scheme was a shift from the previous strategy of volume and price orientated merchandising and was designed to be adapted across a large network of sites from 500 sqft up to 1500 sqft in mainland China and South East Asia.

The design concept also explored how technology retail can evolve into a brand-led experience rather than a purely transactional space. Studio X worked with ASUS to translate the brand’s innovation-driven ethos into architectural form, ensuring the environment communicated performance, creativity, and lifestyle aspirations in equal measure.

The flagship vision emphasised modularity and adaptability, anticipating rapid changes in consumer technology and product lifecycles. Flexible displays and immersive demo areas were incorporated to allow the space to stay relevant as new innovations launched.

A key part of the concept was bridging physical and digital touchpoints. Integrated media walls, AR demonstrations, and connected workstations allowed customers to engage with ASUS technology in a seamless way, while also positioning the brand as a future-focused lifestyle provider.

This holistic approach created more than a retail store — it was a platform where design, technology, and brand storytelling converged to shape a distinctive flagship identity for ASUS. The concept balances bold digital spectacle with practical retail flows, illustrating how technology brands can redefine the customer journey.