nice rice Chongqing · Paradise Walk | Interchange

nice rice has opened a new store in Chongqing. Known as the "magical mountain city," Chongqing gave the space a unique starting point.

Product Platforms Inspired by Overpasses

Inspired by the city's layered, criss-crossing elevated roads, nice rice turned them into the core display tables of the space, creating a new display system: "Product Platforms."

The stepped structure overhead hints at the city's hilly terrain, while the surrounding area is left open. Browsing and choosing all happen among the "overpasses" rising in the middle of the store.

Metal frames act as bridge piers, clad in wood panels, so display tables of different lengths and heights cross over one another, a reminder of Chongqing's famously surreal road network.

Minimal Materials

In an all-white space, only the natural-wood display tables are added, keeping the brand's consistent minimal palette. The flexible tables work as clothing displays, while visually they float like transport hubs, a symbol of the city's endless energy.

Layered metal frames and flowing display tables reshape how people move through the store. Through this display system, nice rice builds a small "mountain city" inside the store and brings Chongqing's local character into the brand.

Shoppers and passers-by cross paths, and the lively rhythm of the city flows into the space.

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.