In this exclusive video, Shanghai-based conceptual artist Xu Zhen, founder of MadeIn, a cultural production company established in 2009, shares some important insights about his artistic creation, and the relation between art and branding. In particular he discusses his most iconic series of works, Under Heaven, as well as the relevance and importance of the commercial aspect in art. Finally, Xu Zhen gives us his views about the state of the Chinese contemporary art world in 2015.