October 2012  ///  espace  ///  NYC

To unveil their US-available, Windows 8 lineup, ASUS took over epsace in Hell's Kitchen for an intimate press event. Magic by techno-illusionist Marco Tempest complemented excited remarks from Chairman Johnny Shih, who debuted ASUS' newest tablets, laptops and touchscreen desktops.

Delicately optimizing a concept-incongruous venue, we built a site-specific, light-edged stage dominated by a 30' LED wall. Flanking the stage, twin ASUS logos were flown, glowing with internal blue LEDs. Transitioning to the hands-on portion of the event, the presentation climaxed with a kabuki drop revealing white, runner tables populated with fully-operable ASUS products.

Amid the clink of champagne flutes, the press deep-dove with devices, Johnny Shih sidelined for interviews, and the internet began to buzz with ASUS products and pricing.