Nice rice Xinle Road marks the origin of the brand, and this year it has been thoughtfully renewed. Today, the brand has expanded to dozens of cities nationwide, yet each new opening looks back to Xinle Road as its point of departure. With this vision at the core, say reimagined the store as a place of convergence, depicting a warm, welcoming“rice house”.
The spatial layout unfolds as an extension of the home. A weathered white louvred door frames the glass entry, evoking the quiet traces of time within a household. Wooden benches placed along the front steps invite passersby to pause and rest. A vestibule serves as a buffer at the entrance, dividing indoors and outdoors, equipped with a washroom, adding a subtle sense of ritual to the experience of returning home for a meal.
Upon entering the house, the central hall becomes the heart of the space. Its arched ceiling visually draws the volume inward, while the open, light-filled perimeter connects seamlessly to different areas of the “home.”. The functional zones are arranged in a cross-shape layout with the sides of the central hall serving as display zones. Each of the functional zones flows seamlessly into the next. While the tripartite spatial sequence gathers the warmth and ease of home. Curated garments are casually hung on the wall pegs, allowing the Xinle Road home to embrace and record every trace.
Inside the house, visitors can access the warm memories from other stores in various cities. The sculptural overpass from the Chongqing Beicheng store has been transformed into wall lamps. The fall-from-heaven rice grain from Chongqing MixC is reborn as a table leg of the central hall, and many more elements like granite from Beijing LIVAT set home here as part of the details. The window display introduces Stinger, nice rice’s golf-inspired leisurewear, foreshadowing the upcoming new chapter.
Rustic eaves and timber columns, flowing orange ocean, from the journey that began with a single grain of rice, the brand has explored the cultures of multiple cities, adapting inclusiveness and reflection on natural rhythms and lastly returning to the warmth of home. As night falls and the city goes quiet, the rice house closes its doors yet leaves a gentle glow for those who travel in haste, pointing to the direction of home. From north to south, wherever the journey leads, there’s home. nice rice is ready, waiting for you to come home.
Team:
Client: nice rice
Design Company: say architects
Partner In Charge: Zhang Yan, Shan Jianan
Team: Sun Ziyi (Project Manager), Xu Han
Photography: HereSpace
Construction Team: Shanghai Zhonggeng Decoration Design Co., Ltd.
Lighting: Hangzhou Light Track Lighting Design Co., Ltd.
