Cultural Heritage Reimagined: The Contemporary Craft of Nice Rice Shanghai
In the lively center of Huaihai Road in Shanghai, where Eastern and Western cultures meet, the Nice Rice Shanghai Flagship Store stands as a testament to cultural preservation and modern design. Crafted by the pioneering team at SAY Architects, this flagship store fuses tradition and contemporary aesthetics, offering an experience that transcends mere shopping.
A Sanctuary Rooted in Tradition
The store's design draws inspiration from traditional Chinese architecture, precisely the concept of the siheyuan, a classic Chinese courtyard house. SAY Architects skillfully translated this architectural heritage into a modern context by transforming the store into a "Rice Barn Shelter" that welcomes customers beneath its iconic eaves. The eaves, often called the "fifth elevation" in Chinese architecture, create an inviting sanctuary that offers a balance of openness and intimacy. The double-sloped roofs mirror traditional structures, yet their contemporary interpretation makes them relevant to today's retail landscape.
The choice of interior design is more than just cosmetic. It reflects the purpose of an Oriental Rice Warehouse, historically used for storing Rice. This symbolizes sustenance, inclusivity, and generosity. SAY Architects expanded on this concept by creating a "Rice Barn Shelter," a welcoming and inclusive space beneath the eaves that represents the harmonious coexistence of diverse cultural elements. This design respects the past and contributes to the sustainable cultural expression that SAY aims to incorporate alongside the sustainable use of materials.
Modern Retail: Blending Fashion, Tradition, and Culture
Nice Rice is more than just a retail brand; it represents a lifestyle concept that combines fashion, culture, and gastronomy. The flagship store in Shanghai showcases a "fashion + coffee" dual-business model, targeting younger demographics who seek a comprehensive retail experience. The simple and versatile clothing reflects the brand's philosophy of "harmony in diversity," subtly echoing Eastern cultural values.
The store's original architecture includes a wide horizontal beam that visually separates the space. This element was further emphasized by incorporating the traditional roof style of a siheyuan into the design. The roofline appears extended through cohesive colours and a minimalist yet innovative design, creating a captivating visual effect. Inside, intricate decorations have been removed to allow for more freedom of movement. Lacquer art installations punctuate the minimalist space, giving it a timeless quality.
An Inclusive Design for Urban Explorers
The dual-purpose design of Nice Rice includes a coffee shop and fashion retail, creating a modern and open public space. The store's recessed entrance and spacious outdoor area invite people passing by to interact with the space, making it a communal hub. The seamless flow between the inside and outside encourages visitors to pause, stay, and fully experience the cultural environment. The open and accessible entrance defines the store's identity and aligns with SAY Architects' vision for cultural sustainability through spatial design.
The overarching layout is designed to foster interaction. SAY Architects aimed to extend the functionality of the traditional courtyard beyond its historical limitations, highlighting how adaptable traditional elements can seamlessly integrate with modern fashion sensibilities. This architectural philosophy resonates deeply with the young urban consumer, blending cultural recognition with the ease of modernity.
Tradition Reborn for a New Generation
Through the extension and reinterpretation of traditional design elements, SAY Architects breathes new life into cultural heritage at the Nice Rice Shanghai Flagship Store. It serves not only as a retail space but also as a cultural touchstone, where the spirit of design is rejuvenated in a fresh and relevant manner. The balance of traditional charm and fashion-forward sensibility fosters emotional connections with Shanghai's youth, whose cultural recognition and engagement are keys to Nice Rice's success.
By promoting a harmonious blend of Eastern culture in a modern urban environment, Nice Rice creates a rich narrative for both the present and the future—a story that carries the weight of tradition yet speaks the language of contemporary design.
For more information, please visit: www.sayarchitects.cn
*This project is one of the shortlisted project in the Sky Design Awards 2024 - Interior Design: Retail Design Division