1、THE BOX?We all participate in thisprocess of exploration onChinas Youth Energy.?淘宝搜店铺：设计象站 https:/ BOX?BEIJINGS YOUTH ENERGY LANDMARK?THEN,TIL NOW01.?PREFACE?SNAPSHOT:YOUNG ELITES IN UIC?CONTENTS02.03.04.?BEYOND FLOWING SPACETHE MATRIX OF LOCAL YOUTH ENERGY 05.?SPOTLIGHT:IN AND OUT OF THE BOX 06.?SO2、CIAL HUB?YOUTH LIFESTYLE PORTRAITS 07.?STORYTELLING LANDSCAPE?CORE VALUES08.?THE CORE OF URF?THE GLOBAL YOUTH ENERGY ALLIANCE09.10.11.?PREFACE01.淘宝搜店铺：设计象站 https:/ Innova+ve Center?THE BOX?URF?The notion of“Youth Energy”may seem like something undefinable,but it is surely rooted in the culture and s3、oul of an entire generation.Shaping their own understanding of the world-consuming while concurrently building culture-the roles of poetry,literature,film,music,fashion,art and more have redefined an entire generation.While it is human nature to find community and a sense of belonging,the new-age yo4、uth generation has risen without the old frameworks and way of thinking ingrained in generations past.Embracing new ways of connecting,the soul behind“Youth Energy”is community,forming a completely new cultural ecosystem.?THE HEART OF YOUTH ENERGY01?Nowadays,young people are expressing themselves in5、 different fields and each has their own unique artistic styles.There are too many to name,and while not everyone can command the worlds attention,they are all very powerful because they unwaveringly believe in their vision.?Wing Shya?Famed Photographer?Broadening your horizons isnt expensive,but it6、s a luxury in the sense that it requires ones full commitment and sense of purpose.The 5G era has arrived,and there are more and more channels for the youth to obtain information.The internet can give you answers to anything almost immediately,but if you cant ask good questions,you wont get good ans7、wers.?Richard HsuTEDxShanghai?Founder?The power of todays Chinese youth is limitless.Todays young people have more creative power and I hope these powers can be unleashed and seen by everyone in the world.?Edison ChenCLOT?Co-Founder?I dont think this generation of youth culture is defined by an ador8、ation of capitalism and consumer culture.In fact,this generation of youths go against that.Daniel Arsham?American Contemporary Artist?Zhou YuanDarkRunner?Manager?The source of motivation for young people,after all,needs to come from themselves.Curiosity and knowledge will allow you to effectively gr9、asp current opportunities.?i-D China?Editor-in-chief?The power of sneaker culture in China is undeniably related to localization.In the future,sneakers created and designed in China will also be used as cultural symbols representing new Chinese lifestyles to the world.Jerry WuSNEAKERCON China?Head0610、 Its now“cool”to rebel against the masses,regardless of success or failure.This is the uniqueness of this generation of youths-people who dare to act and its exactly what the current market needs.01?淘宝搜店铺：设计象站 https:/ mantra is Culture First and Consumption will follow.We pay close attention to the 11、culture and communities of the new era,creating CURETAIL Curated Retail and thus developing Youth Energy Culture platforms.We continue to expand through curated retail concepts and innovative platforms for Youth Energy.This in turn will influence the consumption patterns of Gen Z and beyond.?URF?Z?C12、ENTER X?IP?TX?|?2022?URF?THE BOX|?2021?Dickson Sezto,Chairman and Founder of URF|Youth Energy Group has constantly innovated in the realm of retail experience and is now revolutionizing the consumer experience ofGen Z.Through online and offline innovations,embracing up-and-coming brands,elevating st13、orytelling and unique experiences,the defining“CURETAIL,Curated Retail”conceptemerged.Now,Center X continues to innovate within the CURETAIL space,building new platforms for the youth generation and developing community and culture first.Thefounding of the impressive TX Huaihai Youth Energy Center h14、as become Shanghais landmark for the youth generation,defining Szetos CURETAIL movement.Now URF|Youth EnergyGroup is expanding to Beijing,in the core of the citys Chaoyang district with“THE BOX Youth Energy Center,”the future home of Beijings burgeoning youth generation.In addition to this grand vis15、ion,Dickson Szeto has a dazzling resume of experiences leading urban renovation and revitalization projects such as Xintiandi and Superbrand Mall.As anindustry leader,he has won multiple honors including awards for his entrepreneurship and serving as a member of Shanghais Municipal Bureau of Culture16、 and Tourism.07?PREFACE?CURETAIL?IP?Z?012019?CURETAIL?CURETAIL?Curated Retail?TX?|?At the end of 2019,URF|Youth Energy Group pioneered a CURETAIL-driven model for a commercial space called TX Huaihai Youth Energy Center in the heart of downtown Shanghai.Redefining the usage of a commercial space,CUR17、ETAIL is driven by experiential retail and treats brands and tenants as experiences and storytellers rather than traditional retail purveyors.Transforming the idea of a retail space,CURETAIL proved to be an influential model for the youth cohort,resonating with their need for culture andcommunity.?T18、X?|?(Harvard Real Estate Review)?CURETAIL)?TX?CURETAIL 08?PREFACE?01淘宝搜店铺：设计象站 https:/ JP?NIKE SNKR?PSO BRAND?SUA MOMENT?SS?18?TEAM WANG?JOHNNIE WALKER X?Instyle Icon Awards?-?-?DARE TO BE?Burberry?INNER X?Vioola?2021?20?25?TX?6?12?1?300?+?3000?25?TX?200?3?25?9?TX Huaihai Youth Energy Center is an i19、ntelligent retail space pioneering the CURETAIL format located in Shanghai,China.A joint venture between URF,Bailian and Jinjiang group,TX Huaihai is a youth-powered concept that features cutting-edge art installations and experiences,interesting retail concepts and community-building events.As of 220、021,TX Huaihai has held over 400 events,establishing itself as not only a retail space but an experiential center and hub for the Generation XYZ community.It has become home to many brands first retail imprint in China,including NAUTICA JP,Nike LIFE,PSO,Suamoment and more.Due to its highly-targeted 21、audience mix of youths,many brands have chosen to host some of their biggest events in TX Huaihai,such as TEAM WANG,INNER X by Innersect,Instyle Icon Awards,Burberry and many more.Attracting over 250,000 visitors,TX Huaihai has also continued to grow its huge social media and owned media following t22、hrough an innovating content strategy.Overall,Bailian TX Huaihai has hosted has received over 200 official governmental including 3 receptions from national leaders,25 receptions from leaders of other provinces(including urban areas)and 9 receptions at the Shanghai level.Since its inception,TX Huaih23、ai has won the approval of the real estate industry and the local government.TX?|?09?PREFACE01?:THE BOX?|?BEIJINGS YOUTH ENERGY LANDMARK THE BOX YOUTH ENERGY CENTRE02.淘宝搜店铺：设计象站 https:/ BOX A+B11?BEIJINGS YOUTH ENERGY LANDMARKTHE BOX is a brand new vision,located in Chinas first Urban Innovation Cen24、ter in Beijings bustling Chaoyang District.It is a new Youth Energy Destination jointly created by URF|Youth Consumer Group,the Beijing Chaoyang District Government and Kuntai Group.This new vision for Beijings youth generation will continue URFs CURETAIL mission-a concept of“culture and community f25、irst,and consumption will follow.”Curated Retail,or“CURETAIL,”entails innovative and storytelling retail spaces,experiential retail,an intelligent mix of art and culture and high technology and convenience.THE BOX|Youth Energy Center is a core lifestyle complex that will become a hub for Beijing and26、 Chinas young professional population,rewriting the fabric of Chinas youth power.01THE BOX A?THE BOX B?UIC?110212?THE BOX?URF?02淘宝搜店铺：设计象站 https:/ YOUTH ENERGY LANDMARKTHE BOX A?12?10?41580m2?17912m2?B1-L6?B1-L6?4.5m?4.2m?5.1m?79?63?+2?/?/?m2?36256?m2?17912?m2?17620?m2?1041113THE BOX B02?UIC(Urban I27、nnovative Center)03.淘宝搜店铺：设计象站 https:/ Innovation Center)?UIC?“?-UIC”?UIC?UIC?XYZ?UIC?1985?UIC?5?15?:?SNAPSHOT:YOUNG ELITES IN UIC03?Urban Innovation CenterUIC?Vertex?PWC?ZIPCAR?Amazon?Z?THE BOX?THE BOX A?THE BOX B?60000?THE BOX?7?7?30?With the local government planning to revitalize Beijings Chaoya28、ng District as Chinas first Urban Innovation Center,URF will be working with the government in its first phase of revamp by creating THE BOX.Phase 1 includes two buildings amassing over 60,000 square meters,THE BOX is split between THE BOX A and THE BOX B,and will be a landmark not only inBeijing,bu29、t will be a mark in history as Chinas future.Right in the center of Beijings Chaowai Street,THE BOX is a seven minute walking distance from Dong Da Qiao metro station,7 minute walk from Parkview Green,30 minute walk from Sanlitun and a 30 minute walk from Beijings Guomao.?UIC?THE BOX BTHE BOX A16?TH30、EN,TIL NOW03淘宝搜店铺：设计象站 https:/ 020317?UICer?04.淘宝搜店铺：设计象站 https:/ BOX?With the goal of creating Chinas first Urban Innovation Center,we have identitfied five UIC profiles that represent the new generation of youths in China.These intellectual,independent and unique individuals represent the future w31、ith traits and interests that can be divided up to five categorizations.These consumer profiles are different from generations before,and mark a new wave of thinking,living and socializing,all of which have been taken into account in the development and the planning of THE BOX.?GLOCALGlobal+Local?IN32、NO-PRENEURIALInnovative+Entrepreneurial?SOCIO-INDIVIDUALSocial+Individual?RE-EXPERIENTIALRetail+Experiential?ENTER-TECHNICALEntertainment+Technological?UICers PROFILES?:?SNAPSHOT:YOUNG ELITES IN UIC04?THE BOX?05.淘宝搜店铺：设计象站 https:/ YOUTH ENERGY LANDMARK0522LGTHE BOX A?BEIJINGS YOUTH ENERGY LANDMARKGT33、HE BOX A?KTV?05淘宝搜店铺：设计象站 https:/ BOX A?BEIJINGS YOUTH ENERGY LANDMARKL2THE BOX A?0524L3THE BOX A?BEIJINGS YOUTH ENERGY LANDMARKL4+5THE BOX A?LIVE HOUSE?05淘宝搜店铺：设计象站 https:/ YOUTH ENERGY LANDMARK05B1?B1THE BOX B?BEIJINGS YOUTH ENERGY LANDMARKL1?L1?+?L1THE BOX B2605淘宝搜店铺：设计象站 https:/ BOX B?BEIJINGS Y34、OUTH ENERGY LANDMARK?L3THE BOX B27?+?05L4THE BOX B?BEIJINGS YOUTH ENERGY LANDMARK28?+?L5THE BOX B?+?L6THE BOX B?+?05淘宝搜店铺：设计象站 https:/ BOX?06.?SPOTLIGHT:IN AND OUT OF THE BOXTHE BOX A+BSPOTLIGHT3006淘宝搜店铺：设计象站 https:/ BASKETBALL COURT?THE BOX A31?IP?SPOTLIGHT:IN AND OUT OF THE BOX06GLASS BOX?:680?:1635、m?L1 680?L2 430?L3 230?SKY BASKETBALL COURT?THE BOX A32?IP?SPOTLIGHT:IN AND OUT OF THE BOX06?:5m?:610?淘宝搜店铺：设计象站 https:/ HALL?THE BOX A33?SPOTLIGHT:IN AND OUT OF THE BOX06?:11m?:207?OUTDOOR THEATRE?THE BOX A?34?SPOTLIGHT:IN AND OUT OF THE BOX06?:880?:5m淘宝搜店铺：设计象站 https:/ TEMPLE SQUARE?THE BOX A?SPOT36、LIGHT:IN AND OUT OF THE BOX06?:5m?:5132?WEEKEND MARKET?THE BOX A36?SPOTLIGHT:IN AND OUT OF THE BOX06?:1755?:4m?淘宝搜店铺：设计象站 https:/ BOX?THE BOX?3807淘宝搜店铺：设计象站 https:/ BOX?0740THE BOX?LIGHT UP THE BOX?07淘宝搜店铺：设计象站 https:/ Party x Lantern Club4107?THE BOX?08.淘宝搜店铺：设计象站 https:/ CORE OF URF?LED?LED?LED?NF37、T?43?08?THE BOX?09.淘宝搜店铺：设计象站 https:/ YOUTH NEWS CENTER?UIC YOUTH ENGAGEMENT HUB?+?+?UIC YOUTH CRM SYSTEM?UIC RECOMMENDATIONS?+?OFFICIAL SOCIAL MEDIA45?STORYTELLING LANDSCAPE09?UIC YOUTH GLOBAL CONNECTION?UIC YOUTH ENERGYX-CYPHER?UIC YOUTH PORTRAITSX-SNAPOP?WECHATHUNTER OF YOUTH ENERGY46?STORYTELLIN38、G LANDSCAPE093000+?10000+?WeChat?THE BOX?Weibo?THEBOX?RedBook?THE BOX?Instagram?theboxbeijing?1000+?20000+?Douyin?THEBOX?THEBOX?淘宝搜店铺：设计象站 https:/ GUIDE?BUSINESS?YOUTH TITLES?FASHION?/?ART/EXHIBITION?SOCIAL MEDIA PLATFORM?ENTERTAINMENT?GOVERNMENT47?MEDIA PARTNERS?STORYTELLING LANDSCAPE094809?STORYTE39、LLING LANDSCAPEMEDIA CLIPPINGS淘宝搜店铺：设计象站 https:/ BOX?10.?CORE VALUESCARBON NEUTRALITY?THE BOX?URF?THE BOX?5110COMMUNITY SPACES?THE BOX A?淘宝搜店铺：设计象站 https:/ VALUESSUSTAINABLE DEVELOPMENT AND URBAN MICRO-REGENERATION10?THE BOX?UIC?SUPPORTING LOCAL BRANDS AND ARTISTS?THE BOX?TX?THE BOX?11.淘宝搜店铺：设计象站 ht40、tps:/ GLOBAL YOUTH ENERGY ALLIANCE54?SPECIAL PARTNERS11TENANTSURBAN PLANNINGSPORTARTDESIGNMUSICURBAN PLANNINGSPECIAL PARTNERS5511淘宝搜店铺：设计象站 https:/ PARTNERS5611DIGITAL ARTPAGE 8MUSICSPECIAL PARTNERS5711Copyright belongs to E11EVEN Group淘宝搜店铺：设计象站 https:/ PARTNERS5811SPORTSPECIAL PARTNERS5911淘宝搜店铺：设计象站 https:/ PARTNERS6011?.BRAND BOOKB R A N D B O O KTENANTSSPECIAL PARTNERS6111BADMARKET intro 2022Established 2016 From Dongshankou,Guangzhou CityRegistered TrademarkVersion:202201?淘宝搜店铺：设计象站 https:/ USURF?021-