The nice rice Xintiandi store is our second location in Shanghai. Through a minimalist storefront paired with a striking installation, the space articulates the brand philosophy: “A bowl of plain white rice — an indispensable supporting presence in everyday life.”
Built upon a foundation of pure white and restrained design, the interior features warehouse-style wardrobes alongside the brand’s signature white-striped cashier counter. Elements of the universe and time are woven into the visual narrative. For the Xintiandi store, the designers created a bespoke mechanical installation inspired by space stations and constellations. Composed of interlocking gears of varying sizes, it turns slowly with time; looking up, one may occasionally catch a glimpse of shooting stars passing by. The cyclical motion symbolizes continuity and renewal.
Within the store’s interior corridor lies an “endless black hole.” As you gaze into the abyss, the abyss gazes back — inviting customers into a quiet contemplation of space and perception. Even amid the constant flow of people, the store offers a reassuring place to pause and rest.
Location
Rooms 305–307, 3rd Floor
Xintiandi Fashion I (South Block)
Lane 123 Xingye Road
Huangpu District, Shanghai
