nice rice Shanghai · West Bund Dream Center | Friendly Harbour

nice rice's new Shanghai concept store has opened at West Bund Dream Center. Close to the Huangpu River and overlooking the Dream Dock, the site enjoys a wide stretch of waterfront.

Shanghai has a long history as a port city, and West Bund Dream Center was once the century-old Shanghai Cement Factory. nice rice wanted to become part of this place and of the city's waterside life, so we built an open, easy-going "friendly harbour."

An L-Shaped Harbour

An L-shaped "harbour" runs through the store, stretching toward the east and north, and is the signature feature of the West Bund store. On the east side, a café facing the riverside walk invites people to stop for a while, and pet-friendly facilities make everyone welcome. It brings people, and their pets, a little closer, giving this harbour platform a more social feel.

Displays and Materials

Further along the "harbour shore," products are displayed on fixtures inspired by the newspaper racks along the embankment. Floors and walls are laid with tiles made from recycled crushed porcelain, blurring the line between inside and outside: friendly to the touch, and friendly to both people and pets.

This is a lively, open and welcoming place to shop, and a place where everyone can find a harbour of their own.

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.