Adamo is first product under new Adamo by Dell brand
Dell Store offers the full Dell experience at the Dubai Mall
Dubai, UAE, June 3, 2009 - Dell Middle East yesterday announced the immediate availability of the celebrated Adamo laptop, the centerpiece of the Adamo by Dell brand, which has set a new benchmark worldwide for precision craftsmanship and design. The highly stylized laptop, the world's thinnest, was introduced at a showcase event in the new Dell Store located in The Dubai Mall, where models showed off the laptop dressed in ultra-chic and elegant abayas, created by acclaimed Emirati designer Ms Badr Al Badoor of Abaya Couture. Through its association with Abaya Couture in the UAE, and high-end fashion brands like TUMI in the United States, the new Adamo laptop is a key pillar in Dell's consumer product portfolio and has become the standard bearer for the industry in terms of design.
The Adamo is now available at Dell's new flagship store alongside an extensive range of other Dell and Intel products from award-winning netbooks and laptops to desktops from across Dell's consumer brands. The Dell store, located at the heart of the Dubai Mall's electronics area, while not the first, is certainly the largest and most stylish of the UAE's two outlets. Shoppers will now be able to touch, feel and test the products in the chic, modern and spacious, multi-level space, enhancing the experience at the heart of the Dell brand.
Designed to challenge people's perceptions of what a computer is, the Adamo by Dell brand was inspired by fashion, luxury brands and timeless design. Adamo, derived from the Latin word meaning "to fall in love," is set to seduce the world's trendsetters as the first in a new line of personal computing products designed to perfectly combine lifestyle appeal with must-have technology.
With a chassis crafted from a single piece of aluminum, featuring precision detailing and a backlit keyboard, the Adamo is cool and sophisticated in its Onyx and Pearl colours. Its edge-to-edge glass display offer striking high definition (16:9) on its 13.4 inch display, while benefiting from cool, quiet and robust solid state drives. The Adamo is WiFi and Bluetooth™ enabled, comes with a full complement of connectivity ports and features the latest Ultra Low Voltage (ULV) Intel processors adapted by Adamo.
Commenting on the new Adamo, Rob Enderle, Principal Analyst, Enderle Group said: "Dell continues to signal a commitment to design and personalization across its entire product line and has made significant strides forward in the past year. The Adamo laptop is a showcase for this commitment and a flagship product that will draw buyers to the brand."
Alex Gruzen, senior vice president of Dell's consumer products added: "Great design needs to be timeless and evoke emotion in people. While a premium computing experience was assumed for Adamo, the intent was for people to see, touch and explore Adamo and be rewarded by the select materials and craftsmanship you would expect in a fine watch."
Commenting on the new Adamo, Amer Husaini General Manager of Dell's MEA Consumer Business said, "The new Dell store was created to showcase the complete Dell range in one convenient location, and the Adamo is a great way to launch the store as it epitomizes the Dell Consumer range - style, quality and innovation. This is a further statement of intent in our absolute commitment to the retail market across the Middle East."
The Dell store has been opened in partnership with Intel, and Intel's Khaldoun Aboul-Saoud Regional Manager for Market Development for the Gulf added "The store gives Dell and Intel the opportunity to showcase the latest processor technology, such as the Adamo which features Intel's latest Ultra Low Voltage processors across the whole range, and we are excited to see it here in the region."
The Adamo will offer as standard, Intel® Core 2 Duo processors with Intel® Centrino ® technology, DDR3 system memory and Genuine Windows Vista® Home Premium Edition SP1, 64-bit. A travel friendly laptop, it will also come with the option to utilize mobile broadband* and can provide up to 5+ hours of battery life. ***
*Subject to wireless provider's broadband subscription and coverage area; additional charges apply
** GB means 1 billion bytes and TB equals 1 trillion bytes; actual capacity varies with preloaded material and operating environment and will be less
***Based on preliminary lab testing. Varies by configuration operating conditions and other factors. Maximum battery decreases with time and use.
****At the thicket point, Dell's Adamo is thinner than any other laptop.
Dell has looked beyond traditional approaches to reaching computer shoppers and launched a provocative campaign featuring:
A stylish worldwide print campaign shot by acclaimed British-based photographer Nadav Kandar and featuring high-fashion models that reinforces the "fall in love" positioning. Kander, whose work is celebrated in galleries worldwide, also shot the moving portfolio, "Obama's People," which appeared in The New York Times Magazine earlier this year.
AdamoByDell.com, the centerpiece of the campaign and a highly stylized site where viewers can learn about Adamo, register for updates and, beginning today, place orders. Since its launch last month, AdamoByDell.com has attracted nearly 800,000 unique visitors from around the world and more than 1 million page views.
Artful packaging in which the product arrives "floating" in a clear box with minimal clutter - a beautiful experience for a sophisticated product.
Links: www.AdamoByDell.com
www.dell.com
www.dell.com/designstudio
www.flickr.com/photos/dellphotos
www.abayacouture.ae
-Ends-
About Dell
Dell Inc. (NASDAQ: DELL) listens to customers and delivers innovative technology and services they trust and value. Uniquely enabled by its direct business model, Dell is a leading global systems and services company and No. 33 on the Fortune 500. For more information, visit www.dell.com, or to communicate directly with Dell via a variety of online channels, go to www.dell.com/conversations. To get Dell news direct, visit www.dell.com/RSS.
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© Press Release 2009
