nice rice Shanghai · Xinle Road Concept Store | No Matter How Late, Dinner's Ready
nice rice Xinle Road is where the brand began. This year, the store has been renewed. Today the brand can be found in dozens of cities across China, and as we keep opening new stores, we want every future renewal to start from here, on Xinle Road.
A Warm nice rice Cabin
With this in mind, say architects saw the store as a place where people and memories gather, and imagined a warm "nice rice cabin."
The layout feels like an extension of home. White, aged wooden lattice doors wrap the glass doors, recalling the marks time leaves on a lived-in house. A wooden bench on the front step gives passers-by a small spot to rest. Inside the entrance, a foyer with a washbasin acts as a buffer between outside and inside, adding a small ritual to coming home for dinner.
The Central Hall
Step inside the cabin, and the central hall appears as the heart of the home. An arched ceiling gently wraps the space, bright and open on all sides, softly connecting the different areas of the house.
The rooms are arranged in a cross shape, with display areas on either side of the central hall. Each space flows into the next, and the cabin's layered layout brings together the warmth and ease of home. Everyday clothes hang from hooks set casually into the walls, as the Xinle Road cabin keeps collecting the footsteps and moments of the people who pass through.
Memories from Other Cities
Warm memories from our stores in other cities live on throughout the space. The elevated "overpasses" from the Chongqing Paradise Walk store have become wall lamps, the "grain of rice" that hung over the Chongqing MixC store has become the column supporting the central hall, and granite blocks from Beijing LIVAT have found a new place here. Fragments of different cities have come home to this cabin.
In the window area there is also a new display space for Stinger, the golf and casual wear brand under nice rice, a quiet hint of the next chapter.
Simple eaves and columns, a flowing orange sea. The journey that began with a single grain of rice travelled through the cultures of many cities, reflecting on people, inclusiveness and the cycles of nature, and has now come back to where it started: home.
Late at night, when the city grows quiet, the nice rice cabin closes its doors. But a soft light stays on, gently showing busy travellers the way home.
Wherever you've been, there is always a place to come back to. Dinner is ready. Welcome home.
Project Information
Owner: nice rice
Status: Completed
Year: 2025
Area: 230 m²
Address: 158 Xinle Road, Xuhui District, Shanghai, China
Project type: Retail
Design: say architects
Lead designers: Zhang Yan, Shan Jianan
Team: Sun Ziyi (project manager), Xu Han
Construction: Shanghai Zhonggeng Decoration Design Co., Ltd.
Lighting consultant: TRACE Lighting Design
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.