ASUS is bringing its “Design You Can Feel” philosophy to THEA at Dubai Design District from 3–5 November 2026 during Dubai Design Week, transforming the café into an immersive space where visitors can experience ASUS through design, material, colour and lifestyle.

Visit ASUS × THEA during Dubai Design Week to step into the Zenbook experience, explore the latest products hands-on and discover how ASUS is bringing technology into the spaces where people work, create, meet and spend their everyday lives.

Taking centre stage will be the latest ASUS Zenbook 14, showcased in Arctic Blue and Komodo Coral. At the heart of its design is ASUS Ceraluminum™, a signature material that combines the durability of ceramic with the lightweight characteristics of aluminum. The finishes are designed to be seen, touched and experienced, reflecting ASUS’s belief that personal technology should create a more emotional connection with the people who use it.

Beyond Zenbook 14, visitors will also be able to explore the wider ASUS premium line-up and find the right device for their needs — whether they are students looking for everyday portability, creators requiring powerful creative tools, solopreneurs balancing productivity and mobility, or gamers looking for performance on the move.

THEA as part of the experience

Located in the heart of Dubai Design District, THEA brings together contemporary hospitality, French and Mediterranean influences, and a warm café environment. For Dubai Design Week, the venue will become part of the ASUS story itself — combining coffee, hospitality, visual design and hands-on technology in one place.

The activation extends “Design You Can Feel” beyond exhibitions and traditional retail, turning the Zenbook design language into a real-life consumer experience built around discovery, interaction and everyday lifestyle moments.

Visitors who want to continue their ASUS journey can also explore the ASUS UAE eShop, where selected 37th Anniversary offers will be available across the portfolio. The eShop offer complements the physical experience at THEA, giving visitors a simple next step after discovering the products in person.

Holcim, a global leader in innovative and sustainable building solutions, has appointed Rozhgar Barzan as Chief Executive Officer for its UAE and Oman operations. Barzan brings 17 years of experience within the Holcim Group to the strategic leadership role.

Having joined Holcim in 2009, Barzan has held key executive positions across the business, accumulating deep expertise in operational management, commercial strategy, and business growth across regional markets. Most recently, he served as General Manager of Ready-Mix Oman, following his tenure as Commercial Director in Iraq. In his new role, Barzan will drive Holcim’s strategic growth and operational portfolio across the UAE and Oman, accelerating the adoption of sustainable construction practices across the region. Amongst his priorities will be delivering holistic building offerings, including low-carbon cement and low-carbon concrete ranges, and scaling circular construction initiatives. Additionally, he will focus on advancing operational transformation by integrating AI and digital technologies under Holcim’s global Plants of Tomorrow program. 

These priorities reinforce Holcim’s commitment to delivering progress for people and the planet by offering innovative, sustainable solutions tailored to the region’s expanding infrastructure and climate targets. Notably, this includes Holcim’s ongoing industrial carbon capture and underground mineralisation pilot in Fujairah, advancing pioneering technologies to eliminate industrial emissions.

Commenting on his appointment, Rozhgar Barzan, CEO of Holcim UAE and Oman, said: “I am honored to take on the leadership of Holcim UAE and Oman at such a pivotal moment for the regional building sector. As both markets accelerate their investment in sustainable infrastructure and Net Zero ambitions, Holcim has a strong opportunity to deepen its role as a trusted partner to our clients and communities. By integrating AI across our operations and scaling our holistic, low-carbon building solutions, we remain dedicated to advancing sustainable growth, driving circularity, and delivering progress for people and the planet.”

Barzan succeeds Ali Said, who led Holcim UAE through a period of significant strategic development and key sustainability milestones. This appointment reinforces Holcim’s commitment to operational excellence, continuous innovation, and sustainable development across the Middle East.

SICO Capital, a leading provider of asset management, brokerage, investment banking and fund services in Riyadh and licensed by the Saudi Capital Market Authority, has appointed Ali AlFaraj as Head of Information Technology, effective 25 October 2026.

The appointment reflects SICO Capital’s continued investment in its technology and operating platforms. Mr. AlFaraj will oversee the firm’s infrastructure, business systems, technology implementations, and client platforms, with a focus on operational resilience and regulatory alignment.

A specialist in technology governance and implementation, Mr. AlFaraj has more than 12 years of experience in the banking and capital markets sectors across the GCC. Most recently, he was Head of Information Technology and Administration at GIB Capital, where he built the company’s IT function and led the launch of its brokerage and electronic trading platforms. He holds a Bachelor of Science in Computer Science from the University of Bahrain, as well as relevant professional certifications.

“Technology is central to our ability to grow and deliver an increasingly seamless experience for our clients,” said Wissam Haddad, Chief Executive Officer of SICO Capital. “Ali brings extensive experience in technology leadership and the implementation of client-facing platforms within the financial sector. We are continuing to invest in our technology in Saudi Arabia with new and ongoing implementations including our order and asset management systems, client relationship management (CRM), and artificial intelligence platforms.”

Ali AlFaraj commented, “Technology plays a vital role in how SICO Capital serves its clients and continues to strengthen its presence in the Saudi market. I look forward to working alongside the team to further advance our technology infrastructure and digital capabilities, while upholding rigorous standards of reliability, security, and service excellence. It is a privilege to contribute to SICO Capital’s continued growth as the Kingdom’s financial sector evolves under Vision 2030.”