The design concept for the new Lower East Side location of Rice to Riches by Wid Chapman Architects is a creative blend of playful shapes, vibrant colors, and interactive elements that pay homage to the iconic rice pudding parlor's legacy (a twenty year-old shop in Soho) while infusing it with an updated twist.

The architects drew inspiration from the shape of rice grains and the creamy consistency of pudding to inform the overall aesthetic of the space. The result is a curvaceous environment where walls undulate up and down, creating a dynamic and inviting atmosphere. The walls serve as a canvas for 36 oval-shaped LED screens that display constantly moving images and witty verbal quips related to consuming rice pudding, maintaining the brand's hallmark from the previous store.

Continuing the theme, the retail display case for the pudding is designed with a similar vocabulary, featuring playful curves and dynamic elements. The ceilings are adorned with irregularly-shaped lighting recesses, housing thousands of acrylic rods of varying lengths and colors. This innovative use of materials animates the ceiling and adds visual interest to the entire space.

A highlight of the design is the wavy banquette that wraps around the entire storefront wall, complemented by oval storefront windows above. Suspended from the ceiling are tables supported by posts that appear to grow from conal forms, adding an element of whimsy to the seating area. These tables feature an orange backlit ring of acrylic, echoing the orange accent theme that runs throughout the space.

Overall, the design of the new Rice to Riches location seamlessly blends creativity, functionality, and brand identity to create a memorable and immersive retail and dining experience for customers.