nice rice Shanghai · Huaihai Road Flagship | Under the Eaves

nice rice's first national flagship store has opened on Huaihai Middle Road, Shanghai, where Eastern and Western cultures meet. Working with say architects, we reinterpreted traditional architecture from a young perspective and created an experiential space around the concept "Under the Eaves."

Under the Eaves

The roof is one of the defining elements of traditional Chinese architecture. At Huaihai Road, the classic Chinese roof form is extended in a contemporary way: large symmetrical eaves divide the plan and elevation in balance, while the steps at the entrance add a small sense of ritual as you walk under the roof.

A street-facing café reflects a variety of lifestyles and brings new energy to the neighbourhood. Embraced by the great roof, the recessed entrance feels like a courtyard, a calm, orderly layout that brings to life the idea of a comfortable place to be, under the eaves.

Eggshell Lacquer Craft

We also worked with a lacquer artist to bring Chinese lacquerware, an intangible cultural heritage, into the world of nice rice. The brand's signature white-line cashier counter is finished in white eggshell lacquer, where natural cracks form across the inlaid eggshell surface, echoing the brand's minimal style. The contrast between refined and rough textures adds subtle depth, with a quiet Eastern touch hidden within a simple space.

Under one roof, tradition and modernity meet: open, inclusive and passed on. This store stands as a symbol of that.

Store Information

Opened: August 2023
Area: 300 m²
Address: 795-1 Huaihai Middle Road, Huangpu District, Shanghai, China
Store type: Flagship store
Design: say architects

Explore More

Find every nice rice location on our Our Stores page, read our story, or shop our best sellers online. For more store design stories, visit Brand Space.