As the original store where the brand began, the nice rice Xinle Road location welcomes a renewed transformation this year. With the brand now present in dozens of cities nationwide, Xinle Road remains the point of origin. As the network of stores continues to expand, the brand hopes that every future spatial renewal will trace back to this first address. With this in mind, say architects envisioned the store as a place of gathering — a warm and welcoming nice rice house.
The spatial layout unfolds like an extension of home. A white, time-worn wooden lattice door frames the glass entrance, echoing traces of time passing within a household. Wooden benches placed along the front steps invite passersby to pause and rest. At the entrance, a defined foyer acts as a buffer between indoors and outdoors, complete with a washbasin, adding a familiar ritual to the act of “coming home for a meal.”
Stepping inside the house, the central hall becomes the core gathering space, much like the heart of a home. A gently curved ceiling visually draws the space inward, while openness on all sides keeps it bright and connected, linking different areas of the house. Functional zones branch out in a cross-shaped layout, with display areas extending to the left and right of the central hall. Each area flows seamlessly into the next, forming a three-entry, three-exit spatial sequence that brings together a sense of ease and warmth. Everyday garments hang casually from wall pegs, allowing the Xinle Road house to collect and record every trace of life that passes through.
Throughout the space, warm memories from nice rice stores in other cities reappear. A sculptural viaduct from the Chongqing Beicheng store becomes a wall lamp; rice-grain elements descending from the ceiling at the Chongqing MixC store transform into columns in the central hall; granite blocks from the Beijing Huiju store find a new home here. Each detail settles naturally into the space. The window display also introduces a new showcase for Stinger, nice rice’s golf-inspired lifestyle brand, quietly laying the groundwork for its debut.
Rustic eaves and columns, a flowing sea of warm orange tones, and a journey that began with a single grain of rice — the space reflects an exploration of local cultures across cities, and a contemplation of people, inclusivity, and natural cycles. In the end, everything returns to the home where it all began. As night falls and the city grows quiet, the nice rice house may close its doors, but a gentle glow remains, guiding hurried travelers home. Wherever the journey leads, there is always a place to return — the meal is ready, and nice rice is waiting for you to come home.
nice rice Xinle Road Concept Store
Client: nice rice
Status: Completed
Year: 2025
Area: 230 sqm
Address: No. 158 Xinle Road, Xuhui District, Shanghai
Project Type: Commercial Space
Design Firm: say architects
Lead Designers: Zhang Yan, Shan Jianan
Team: Sun Ziyi (Project Director), Xu Han
Construction Team: Shanghai Zhonggeng Decoration Design Co., Ltd.
Lighting Consultant: TRACE Lighting Design
