nice rice Wuxi · Center 66 | Good Rice from Jiangnan

A single grain of "nice rice" sprouted in the rice fields of Jiangnan, then spread to cities across China.

Now our new concept store returns to Jiangnan, in Wuxi. Inspired by the idea of "good rice from Jiangnan," nice rice took the outlines of the region's rice terraces, abstracted them and translated them into the space.

Bringing nature indoors, the store carries the charm of Jiangnan while keeping a light, playful touch.

Entering the Store

At the entrance, a woven linen screen offers a soft glimpse of the store inside. The layout is a loop, with entrances on both the left and right, creating a sense of depth as you move through.

Inside, ink-toned clay bricks cover the floor, spreading outward in concentric rings like the rolling rice fields of Jiangnan.

Black Frames and White Walls

Black frames and white walls read like a scroll painting, with fixtures and products sitting quietly within the picture. The view changes with every step, making shopping more immersive.

Fixtures made from natural wood keep the warmth at the heart of the brand, while the black-and-white palette adds a more refined, restrained elegance.

nice rice blends the rhythm of the Jiangnan water towns with the brand's youthful design language. With its looping path, the store becomes an ink-wash painting you can walk through.

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.