Clothing label nice rice has reopened its very first store on Xinle Road in Shanghai after a complete redesign by local firm say architects. The 2,475-square-foot space now feels like a welcoming family home, complete with a front stoop, arched living hall and warm wood details.
A weathered white louvered door marks the entrance. Inside, a cross-shaped layout places display racks where living-room furniture might sit, while reclaimed elements from other nice rice stores—such as a Chongqing bridge turned wall lamp—share memories from the brand’s journey across China. Granite from Beijing and rice-grain-shaped steel legs add subtle reminders of the company’s roots.
Wooden benches invite passers-by to rest, and soft evening light spills onto the sidewalk even after closing time. The architects say the design celebrates the idea that every nice rice store, no matter how far it travels, begins on Xinle Road.
