What in the World was the 12th exhibition in the Project M/ series of the Urban Nation Museum, which was initiated in 2013. The exhibition was curated by Evan Pricco, editor-in-chief of Juxtapoz Magazine from San Francisco. The progressive art and cultural magazine is the most edited art publication in the United States, which is known worldwide for its reporting on counterculture, graffiti and street art. The exhibition brought together artists from all over Europe, who work with illustrations, graphics, murals and installations and deal with the limits of urban art.