The first national flagship store of nice rice is located on Huaihai Middle Road in Shanghai, a street where Eastern and Western cultures converge. Collaborating with say architects, the project offers a contemporary reinterpretation of traditional architectural culture through a youthful perspective, creating an experiential space inspired by the concept of “Under the Eaves.”
As one of the most iconic elements of traditional Chinese architecture, the roof becomes the central design language of the Huaihai Road store. Drawing from the form of classical Chinese roofs, the extended and symmetrically constructed eaves balance both the plan and elevation of the space. The entrance steps further enhance the sense of ritual when stepping beneath this “eave.” Along the street, a coffee concept introduces a multi-faceted lifestyle expression, injecting new vitality into the neighborhood. The embracing gesture of the large eaves shapes a recessed gray zone at the entrance, forming a courtyard-like space with a clear and orderly layout — a place of ease and comfort beneath the eaves.
The project also features a collaboration with a lacquer art artist, bringing China’s intangible cultural heritage of lacquer craftsmanship into the contemporary consumer context of nice rice. At the brand’s signature white-striped cashier counter, the surface is wrapped in white eggshell lacquer. The naturally cracked texture created by embedded eggshells contrasts subtly with the brand’s minimalist aesthetic. The interplay between refined and rough materials introduces layered depth, allowing a quiet sense of Eastern character to emerge within the overall restrained and minimal space.
Beneath the eaves, tradition and modernity converge — a symbol of openness, inclusivity, and cultural continuity.
nice rice Huaihai Road Store, Shanghai
Year: August 2023
Area: 300 sqm
Address: No. 795-1 Huaihai Middle Road, Huangpu District, Shanghai
Store Type: Flagship Store
Design Firm: say architects
