nice rice Xinle Road Concept Store，上海 / 以家為核，煥新歸處

來(lái)源：設(shè)計(jì)先鋒隊(duì)（ID:toot8448）

這里已獲得授權(quán)

As the origin of the nice rice brand, the Xinle Road Concept Store has undergone a thoughtful renewal in 2025. Designed by SAY Architects, it reimagines the retail space as a warm "rice house"—a convergence of warmth and familiarity that pays homage to the brand’s roots. Despite the brand’s expansion to dozens of cities nationwide, this store remains the spiritual starting point, weaving the brand’s growth story into every corner through design, blending retail functionality with the emotional comfort of home.

作為 nice rice 品牌的發(fā)源地，新樂(lè)路概念店于 2025 年完成了用心的煥新升級(jí)。由 SAY Architects 操刀設(shè)計(jì)，店鋪被重新構(gòu)想為一座溫暖的 “米屋”—— 一處融合溫情與歸屬感的聚合之地，向品牌根源致敬。即便品牌已拓展至全國(guó)數(shù)十座城市，這家門(mén)店仍是其精神起點(diǎn)，通過(guò)設(shè)計(jì)將品牌成長(zhǎng)故事編織進(jìn)每個(gè)角落，讓零售功能與家的情感慰藉完美相融。

The store’s facade and entrance set the tone for a "homecoming" experience. A weathered white louvred door frames the glass entry, bearing the quiet traces of time like an old family residence. Wooden benches along the front steps invite passersby to pause, blurring the line between public street and private space. Inside, a vestibule acts as a gentle buffer, separating indoors from outdoors, and a thoughtfully placed washroom adds a subtle ritual to the visit—evoking the comfort of returning home for a casual meal with loved ones.

店鋪的外立面與入口奠定了 “歸家” 體驗(yàn)的基調(diào)。一扇飽經(jīng)風(fēng)霜的白色百葉門(mén)勾勒出玻璃入口，如同老宅院般鐫刻著時(shí)光的靜謐痕跡。門(mén)前臺(tái)階旁的木質(zhì)長(zhǎng)椅邀路人駐足休憩，模糊了公共街道與私人空間的界限。室內(nèi)，一處門(mén)廊起到柔和的過(guò)渡作用，分隔室內(nèi)外，而精心設(shè)置的洗手間為到訪增添了一絲儀式感 —— 仿佛回到家中，與親友共度一段愜意的用餐時(shí)光。

The central hall stands as the heart of the "rice house," with its arched ceiling drawing the eye upward and creating a sense of intimate spaciousness. The open, light-filled perimeter connects seamlessly to various functional zones, arranged in a cross-shape around the hall. Display areas line the hall’s sides, where curated garments hang casually on wall pegs, as if laid out by a family member. This tripartite spatial sequence—entrance, hall, and functional zones—gathers the warmth and ease of home, making shopping feel like a leisurely stroll through a beloved residence.

中央大廳是 “米屋” 的核心所在，拱形天花板向上延伸，營(yíng)造出兼具親密感與開(kāi)闊感的空間氛圍。明亮通透的外圍區(qū)域與各個(gè)功能區(qū)無(wú)縫銜接，以十字形布局環(huán)繞大廳展開(kāi)。展示區(qū)沿大廳兩側(cè)分布，精心挑選的服飾隨意懸掛在墻釘上，宛如家人親手?jǐn)[放。入口、大廳、功能區(qū)這一三段式空間序列，匯聚了家的溫暖與自在，讓購(gòu)物體驗(yàn)如同在熟悉的居所中悠然漫步。

Every detail in the store weaves together the brand’s cross-city journey, blending artistry with nostalgic memories. The sculptural overpass from Chongqing Beicheng store is reborn as wall lamps, while the "falling rice grain" from Chongqing MixC becomes a table leg in the central hall. Granite from Beijing LIVAT integrates into the decor as subtle accents. Additionally, the window display showcases Stinger, nice rice’s golf-inspired leisurewear, bridging the brand’s past and future, and hinting at the exciting new chapter ahead.

店鋪中的每一處細(xì)節(jié)都串聯(lián)起品牌的跨城旅程，將藝術(shù)性與懷舊記憶融為一體。重慶北城店的雕塑感天橋化身為壁燈，重慶萬(wàn)象城店的 “飄落米粒” 則成為中央大廳的桌腿，北京薈聚中心店的花崗巖以精致點(diǎn)綴融入裝飾之中。此外，櫥窗展示了 nice rice 高爾夫風(fēng)格休閑系列 Stinger，串聯(lián)起品牌的過(guò)去與未來(lái)，預(yù)示著即將開(kāi)啟的精彩新篇章。

The design embraces natural rhythms and inclusiveness, drawing inspiration from the brand’s journey that began with a single grain of rice. Rustic eaves and timber columns evoke a connection to nature, while the flowing orange accents add warmth and vitality, like the golden glow of ripe rice fields. The material palette and architectural elements reflect the brand’s exploration of diverse city cultures, ultimately returning to the core of home warmth. Every corner feels curated yet unforced, balancing sophistication with comfort.

設(shè)計(jì)秉持自然韻律與包容性，靈感源自品牌從一粒米出發(fā)的成長(zhǎng)之旅。質(zhì)樸的屋檐與木質(zhì)立柱構(gòu)建起與自然的聯(lián)結(jié)，而流動(dòng)的橙色點(diǎn)綴則增添了溫暖與活力，宛如成熟稻田的金色光芒。材質(zhì)選擇與建筑元素映射出品牌對(duì)多元城市文化的探索，最終回歸家的溫暖核心。每個(gè)角落都顯得精心雕琢卻不刻意，在精致感與舒適度之間找到了完美平衡。

As night falls and the city quiets, the "rice house" transforms into a beacon of warmth. Soft lighting emanates from within, casting a gentle glow on the street for hurried passersby, guiding them toward a sense of home. For nice rice, Xinle Road is more than a store—it is a spiritual anchor that reminds both the brand and its customers: no matter how far the journey takes them, from north to south, home is always a comforting constant. This renewed concept store is ready, waiting to welcome everyone back to where it all began.

夜幕降臨，城市歸于靜謐，這座 “米屋” 化作溫暖的燈塔。柔和的燈光從室內(nèi)溢出，在街道上投下溫柔的光暈，為行色匆匆的路人指引家的方向。對(duì)于 nice rice 而言，新樂(lè)路店早已超越了零售空間的意義 —— 它是一處精神錨點(diǎn)，提醒著品牌與顧客：無(wú)論旅程走向何方，從北到南，家永遠(yuǎn)是不變的慰藉。這座煥新的概念店已然就緒，靜待著每個(gè)人回到夢(mèng)開(kāi)始的地方。

△平面圖

編輯：夏邊際

撰文：豆寶寶

校改：吳一仁

編排：布忠耀

本文素材圖片版權(quán)來(lái)源于網(wǎng)絡(luò)，

如有侵權(quán)，請(qǐng)聯(lián)系后臺(tái)，我們會(huì)第一時(shí)間刪除。

- End-

內(nèi)容合作：微信chenran58，

｜免責(zé)聲明｜

本文轉(zhuǎn)載自：設(shè)計(jì)先鋒隊(duì)

尊重知識(shí)產(chǎn)權(quán)，版權(quán)歸原創(chuàng)所有，本站文章版權(quán)發(fā)現(xiàn)其他，轉(zhuǎn)載或出自網(wǎng)絡(luò)整理，如內(nèi)容涉及侵犯、版權(quán)問(wèn)題時(shí)，煩請(qǐng)與我們聯(lián)系，我們會(huì)及時(shí)做刪除處理。