From 15-21 April, Milan Design Week China Week 2024 took place at the Fabbrica del Vapore in Milan. Present among the 65 exhibiting brands, nubia stood out with its range of highly personalised, cutting-edge technology devices, winning the title of best 3C design brand of the year.

At the opening ceremony, Tian Ye, General Manager of ZTE Italy's Terminals Division, said: ‘nubia exalts innovative and people-centric design, focusing on the uniqueness of the hardware and customisation of the software.

Below is an excerpt from the interview Tian Ye gave at the event:

1.What are the flagship products presented by ZTE at this year's Design Week?

This year, under the vision of ‘Better for All’, ZTE globally launched the new nubia brand, which focuses on young and original styles.  Recently, the nubia brand and several new products made their Italian debut at Milan Design Week and will soon be available to the public.

This year, ZTE unveiled several innovative products with unique designs, including the nubia Flip, its first phone with a foldable screen; the nubia Neo2 series, which optimises the gaming experience; nubia Music, which stands out with unique features focused on music playback; and the nubia Focus series, dedicated to photo features. In addition, we also unveiled the flagship nubia Z60 Ultra, featuring the unique fifth-generation Under-Display Camera (UDC) and extremely versatile imaging capabilities. We also launched the world's first 5G+AI glasses-free 3D tablet, the nubia Pad 3D II, which offers users an immersive 3D viewing experience without the need for special glasses. These new products represent ZTE's commitment and achievements in design innovation and technological capability.

2.What is the philosophy behind the design of nubia products?

Our philosophy is ‘Better Design for All’, which emphasises innovation and centrality of design and focuses on the uniqueness of hardware and customisation of software. The nubia brand aims to satisfy consumers' search for unique products that enhance individuality through original design and customised features.

3.Can you tell us about ZTE's global presence and when these nubia products will be available on the Italian market?

ZTE started researching and producing mobile phone products in 1998. After 26 years of development, its market now covers more than 160 countries worldwide, with over 100 million active users. The company owns three major brands of mobile phone products: ZTE, nubia and Red Magic. (In May we will launch nubia products on open market and operator channels). We hope that nubia products in Italy will meet multiple usage scenarios and provide a better experience for consumers.

Nubia is committed to offering an unparalleled user experience and unique style to users around the world who want personalised and innovative products. The brand seamlessly integrates technology and design and meets the multiple needs of consumers in terms of elegance and functionality