作为一间年轻力创造单位，whart up努力成为艺术与商业相互演进的系统方案解决者。工作涵盖品牌投资、顶层设计、品牌ip塑造、文化策源与策展、装置艺术作品创生、以及空间设计与艺术可穿戴等内容。将“美术馆空间概念及持续的策展概念”引入商业零售，用独特的“叙事商业”设计哲学构建场所精神，进而改变传统商业的“人、货、场”关系，重构“空间坪效与时间坪效”价值，为低迷的零售商业提供了全新的财务增长样本。 2021年6月，受昆明park1903mall之邀，开设了第一间uuuup时装买手店。uuuup park1903旗舰店面积520平方，由艺术展览空间、全球独立时装设计师甄选空间及vip私享空间构成，并开设了uuuup cha艺术时尚茶饮美学空间。 uuuup park1903旗舰店，围绕云南和昆明的历史文脉，以《出走与回望》为主题，构建空间叙事。park1903商业地产的名字，源于1903年滇越铁路的修建，铁路作为当时最先进的运输工具替代了古老的“茶马古道”。云南中国茶曾代表最先进的东方生活方式，是中国文化对西方价值影响的一次重要的经济、文化出走。whart up将这个历史用当代语境贯穿在 uuuup park1903旗舰店中。 围绕《出走与回望》，whart up主理人、艺术家崔剑巍先生创作了回应空间主题叙事的仿生交互装置作品。在被命名为《leave》的仿生交互装置中，沉迷于虚拟数字世界的女孩反坐于马背，不予人交流。而代表数字世界的机械马，当你轻抚它的脸颊，回馈你仿真的动作和情感交互。女孩与机械马之间一根极具张力的拉带，他们正努力地相互撕扯与较量，像极了我们自己与自己的较量。崔剑巍希望通过这件作品，为消费者提供一个自我审视关于个体“出走与回望”的空间语境。 同高科技仿真交互装置作品《leave》相反，崔剑巍先生为空间打造的另一件低科技装置作品是《whisper》，它鼓励人们如孩童般去耳语、去聆听、去游戏和互动。表达了uuuup艺术叙事时装店，在满足良好的购物体验以达成零售交易的同时，提供了一个社会学意义的自省和触动。 uuuup park1903旗舰店开幕以来，whart up通过持续的艺术家联名与策展活动，成为自媒体及线下流量核心，获得年轻消费者的追捧。
As an emerging creative firm, whart up is committed to building itself as solution provider for the mutual evolution and integration of art and commerce. Our services cover brand investment, top-down design, branding and IP image design, cultural curation and innovation, installation creation, space design and wearable arts. whart up takes it as our mission to recalibrate the relationships among “people, product and place” within traditional commerce, to reconstruct the value of “sales per unit area and time per unit area” and to imbue new momentum into retailing by introducing the conception of “museum space design and continuous curation” and building up spirit of the space through the design philosophy of “good business tells stories”. In June 2021, the first store of uuuup, multi-brand fashion boutique, was inaugurated at park1903mall in Kunming. Covering an area of 520sqm, the store is comprised of an art exhibition space, a gallery of selections from independent fashion designers from around the world, a VIP lounge and “uuuup cha”, an aesthetics space featuring art, fashion and tea culture. Drawing inspirations from the local context and histories of Kunming, the capital city of Yunnan Province, uuuup park1903 flagship store builds up its spatial narrative under the theme of Out-Going and Back-Looking. The name of the mall, park1903, celebrates the construction of Kunming-Haiphong railway which started in 1903. As the most advanced transportation system of the time, railway took the place of the Tea Horse Road in this region which dated back to the Tang Dynasty. The tea originated from Yunnan Province was once considered a symbol of the most high-brow oriental lifestyle and gained popularities among westerners. In this regard, it’s an epitome of Chinese cultural influence upon western values, economically and culturally. whart up represents and reinterprets elements from the history in the context of uuuup park1903 flagship store with a contemporary touch. In the light of Out-Going and Back-Looking, artist Cui Jianwei, founder of whart up, presents an interactive and bionic installation to echo the narrative of the space. Entitled Leave, the installation features a girl sitting on the back of a horse, facing backward. Absorbed in the virtual digital world, she refuses to communicate with others. The mechanical horse, an indication of the digital world, will interact with people physically and emotionally when you caress its cheeks. Between the girl and the horse there is a stretch belt through which the two of them pull and draw, competing with each other – a metaphor of us competing with ourselves. The artist manages to provide costumers with a space for self-introspection on “out-going and back-looking”. Quite the opposite to Leave, the artist also creates a low-tech installation for the space titled Whisper, encouraging people to whisper, to listen, to play and to interact like a child. What uuuup intends to foster through its diverse and artistic narratives is not merely appealing shopping experience but also an environment for introspection and perception on the sociological sense. Since the opening of uuuup park1903 flagship store, whart up has grown into a hub of we-media and offline traffic through continuous co-branding with artists and curation, gaining a wide number of young customers and followers.