Offbeat initiative comes amid fierce competition in Beijing with ride hailing rival Didi Chuxing

Be it car stations with artsy sculptures or an in-app lifestyle magazine, Uber Technologies Inc is going all the way out to woo Chinese customers over, amid the fierce ride hailing competition in the country.

The US car-on-demand service provider on Friday launched Uber ArtSTATION in Beijing involving an initial batch of car stations. The initiative is said by the company to be the first of its kind in the world and aims to use creative ideas to connect its Chinese clients with some of the most beautiful things - art, fashion and design.