During the upstart, the limited store moved into Sanlitun Village.

The “Upstart” period, which incorporates China-Finland's design style, is located in Beijing's Sanlitun Village. It was curated by Shumeng Ye and a group of friends from China and abroad, including TheThing, a Chinese local trend brand. During the “Upstart” period, the limited store will last for one month and the business hours will continue from January 5, 2011 to February 5, 2011.

“The “Nouveau” has limited stores to bring a whole new consumer experience. One of them is to open minds and challenge the status quo.” Ye said when it comes to why such a store was opened. "'Upstarts' is a platform for demonstrating fresh ideas, and it is also a challenge and response to our current consumer environment."

During the “Upstart” period, the limited store will bring a series of reasonably priced mini-series, which are specially introduced for this period limited store, and will only be available during the limited-period store opening period. The store will also sell the concept clothing line Slow and Steady Win the Race from New York. The core idea of ​​the series is that good design can be, and should be, approachable. There are Native Fitzsimmons Boots shoes available in the store.

Ye Shumeng is a Finnish designer from Helsinki who has received professional graphic design education. At the age of 28, she was born in China. This gave her a sense of Chinese culture, especially China’s consumer culture and manufacturing industry. Strong interest. At work, Ye always analyzes existing consumer behaviors by constantly creating new business concepts and trying to use brands and retail methods.

In 2008, Ye Shumeng designed and produced a book called "Book of Warriors" for China's most representative sports shoe brand. The back sneakers once swept through China in the 1970s and 1980s, but as time went by, the Pull back brand gradually withdrew from the fashion stage and became the most frequently worn product of Chinese migrant workers and farmers. Ye decided to mold the shoes that represent the Chinese workers' group into products that could attract the attention of the Western market and transform the Western countries' inherent impression of "Made in China." This photo album she launched was once sold with many of the top stores in Europe, including Colette, Patta and Wood Wood.