nice rice Chengdu · The MixC | The Show Must Go On

The nice show goes on, and nice rice is reborn.

nice rice has opened a new concept store in Chengdu. Moving from a ground-floor street store to the second floor of a mall, the space has grown much larger, and its earlier role as a "stage" in The Show Must Go On has taken on a new form.

A New Theatre

Instead of a single stage for performing, this time the scene is a calmer one: sitting down to watch the show. Inspired by the Chinese saying "the shade of a big tree keeps you cool," we created a more relaxed new theatre.

At the centre of the space, columns and clothing rails, symbols of the brand's essence, come together as a minimal wooden "stage set." It runs across the whole space, gently wrapping the sharp structures around it and creating one warm, unified stage.

As this wooden structure spreads quietly through the space, it opens up a free, comfortable place to watch.

Dappled Light

A custom light-film installation projects dappled light, like sunlight through leaves, onto the ceiling. Its gentle movement echoes the wooden stage and brings the rhythm of nature breathing into a still space.

nice rice combines the calm rhythm of resting in the shade of a tree with the brand's simple, natural voice. With a winding path and shifting light and shadow, the store becomes a living theatre of light that you experience as you walk.

From performing on stage to watching under a tree, the renewal of the Chengdu MixC store moves the feeling of The Show Must Go On from the performer's stage into the everyday life of the audience.

Dappled light under the trees, a nice show that never ends.

Visit the Store

Address: L2270, The MixC Chengdu, 38 Shuangcheng 2nd Road, Chenghua District, Chengdu, China

Explore More

See all nice rice locations on our Our Stores page, discover the everyday essentials of rice. and the relaxed style of nice., or read more stories in Brand Space.