nice rice Shanghai · Xintiandi

nice rice Xintiandi is the brand's second store in Shanghai. A minimal layout with a signature installation expresses the brand's belief that a bowl of plain white rice is the quiet essential of everyday life.

Store Design

Built on a pure white, simple design, the store features warehouse-style wardrobe fixtures and the brand's signature white-line cashier counter, with visual elements of space and time added on top.

A Space-Station Installation

For Xintiandi, the designers created a special mechanical installation inspired by space stations and constellations. Gears of different sizes turn slowly over time. Look up, and you may see a few shooting stars pass by, quietly tracing an endless cycle of motion.

A long corridor in the store opens into a space like an endless black hole. "When you gaze into the abyss, the abyss also gazes into you." The space invites visitors to stop and reflect on the space itself.

Even with crowds constantly passing by, there is a place here to pause and feel at ease.

Visit the Store

Address: Units 305–307, 3F, Xintiandi Style I (South Block), Lane 123 Xingye Road, Huangpu District, Shanghai, 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.