On August 7, HUAWEI shut down the BGC Arts Center to show out its Pura 80 Series. Filling the venue with fashion-forward celebrities and tastemakers, HUAWEI used the opportunity to define the style and air of sophistication it aims to convey with its new product line.
The Pura 80 series boasts a long list of spec and improvement, in comparison to both its own 70 series as well as its competitors on the market. But honestly, all those numbers don’t do the phone justice. With all the upgrades and technical improvements it’s easy to get lost in the list.
The launch excelled in the same way that the phone does, in that when the focus was on the photography and imagery, it was truly jaw-dropping. For example, there were diagrams showing how the Pura80 seamlessly switches from a 3.7x mid-telephoto to a 9.4x ultra-telephoto lens. While one can grasp that conceptually, it’s a totally other thing when shown photographs of how powerful the telephoto lens is.
It was exhilarating to see how detailed photos of wildlife were. I could imagine taking pictures of birds from afar and then having the ability to zoom and capture unbelievable levels of depth and texture. They also exhibited macrophotography of flora that featured such minute detail, that looking at it felt like stepping into another world.
Even more fun was when award-winning actor Jericho Rosales showed off photos and videos taken with the HUAWEI Pura80. The series of night shots highlighted the phone’s ability to capture striking images in low-light conditions and at night.
HUAWEI also collaborated with Vogue Philippines to have phone photography by Borgy Angeles and Gab Villareal. The goal was to reframe and reimagine Manila and Poblacion through artistic perspectives and the Pura80’s powerful capabilities. The photographs, projected on the gigantic screen, looked like they belonged in a gallery exhibit as much as in a product launch.
The night also served to announce the XMAGE Awards 2025 competition. Seeing what the camera is capable of, I personally cannot wait to see the entries and winners. A device this powerful is sure to inspire great work.
In addition to the Pura80 Series, HUAWEI also announced its Matepad 11.5 which is looking like a powerful alternative that delivers the power of a PC but the portability of a tablet.
Throughout the night, luxury and high fashion were emphasized. From the Black Tie dress code to the aesthetics of the product being launched, it was clear that everything was screaming high end, top of the line. And so it was no surprise that the last thing was the jaw-dropping (for me anyway) price tag of the Ultra, at P89,999. The Pro version retails at P59,999. The Pura 80 standard model’s pricing, as well as the Matepad’s, are still to be announced as of the writing of this article.
When you have so much tech packed under the hood, and such a stylish and luxe design around it, it’s clear it isn’t meant to be “just a phone” but it’s a statement piece. The Pura 80 Series, especially at its Ultra level, feels like a sports car, eye-catching, souped up, demanding to be seen and heard.