nice rice opens a new store in Chongqing, where the city’s layered, almost surreal urban landscape offers a distinctive starting point for spatial interpretation. Drawing inspiration from the spiraling, intersecting overpasses that define Chongqing’s cityscape, nice rice transforms this infrastructure into a central display element, creating a new “product platform” exhibition system.
The staggered ceiling structure echoes the mountainous terrain of the city, while the surrounding space is intentionally kept minimal. All display and selection activities are concentrated within the cluster of “overpasses” rising at the center. Metal frameworks form the structural supports of the bridges, clad with wooden panels. Display platforms of varying lengths and heights intersect and overlap, simulating Chongqing’s iconic multi-level transportation network. Set within a pure white interior, the warm tone of natural wood becomes the only accent, continuing the brand’s signature minimalist palette. These flexible display platforms not only serve functional merchandising needs, but also create the visual impression of a floating transport hub — a metaphor for the city’s ever-growing urban network.
The interwoven metal structures and streamlined display surfaces redefine the in-store circulation. Through this carefully designed system, nice rice constructs a miniature mountain city, weaving Chongqing’s unique cultural character into the brand experience. As customers browse and move through the space, the vibrant rhythm of the city is set in motion, flowing continuously throughout the store.
