The nice rice Beijing Livat Concept Store is located in a core area surrounded by strong family-oriented anchors such as IKEA and Sam’s Club. This distinctive context became a key source of inspiration for the store’s design.
Centered around the concept of a “courtyard enclosure,” the Huiju concept store draws from traditional spatial philosophy, aiming to bring a sense of intimacy and security into the retail environment. The enclosed layout creates a warm, welcoming atmosphere, while carefully planned circulation allows customers to enjoy a more comfortable and intuitive shopping experience.
With the launch of the children’s collection, nice rice places greater emphasis on family interaction. The store introduces playful interactive zones and parent–child spaces, shaping an environment designed for shared family moments. This is not only an expansion of function, but also a reflection of the brand’s values.
In terms of material selection, nice rice chose granite — a material with deep cultural resonance. Its strength, simplicity, and distinctive texture echo the spirit of the Great Wall in Chinese culture: protection, resilience, and endurance. Through this design language, the store responds to Beijing’s historical context while offering customers a richer sense of cultural connection and emotional resonance.
