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.
Rice to Riches
Wid Chapman Architects
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Matyas Simonyi
Creative Director
at Tom Postma Design
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Laura Guido-Clark
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at Shaikha Al Sulaiti
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Hui Xie
Design Director
at ACE Design
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Nataša Stanaćev
Founding Partner
at Stanaćev Granados
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Roman Vrtiška
Cofounder
at Vrtiška & Žák
5
4
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Maria Felicitas Navia
Founder
at OHIO Estudio
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Amalia Ramírez
Founder and Design Director
at ar_ea
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4
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Alda Ly
Founder and Principal
at ALA Studio
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5
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Simon Hamilton
Founder
at Simon Hamilton Creative
5
5
2.22
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Lyanne Oosterhof
Senior Interior Architect
at Mecanoo
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5
5
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5

Shuhei Aoyama
Founder and Director
at B.L.U.E. Architecture Studio
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Angela Lindahl
Cofounder
at Yatofo Creatives
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5
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Matyas Simonyi
Creative Director
at Tom Postma Design
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5.98
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6.05
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Laura Guido-Clark
Founder
at Love Good Color
6.58
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Cofounder
at Loom Atelier
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6
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5
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Shaikha Al-Sulaiti
Founder
at Shaikha Al Sulaiti
6.14
6.27
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Hui Xie
Design Director
at ACE Design
6
6.5
6
7
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Nataša Stanaćev
Founding Partner
at Stanaćev Granados
5
6.5
5.5
5
5.5

Roman Vrtiška
Cofounder
at Vrtiška & Žák
5
4
4.5
4
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Maria Felicitas Navia
Founder
at OHIO Estudio
5
5
5
5
5

Amalia Ramírez
Founder and Design Director
at ar_ea
4
5
4
4
4.25

Alda Ly
Founder and Principal
at ALA Studio
6.5
5
5
5
5.38

Simon Hamilton
Founder
at Simon Hamilton Creative
5
5
5
5
5

Lyanne Oosterhof
Senior Interior Architect
at Mecanoo
5
5
5
5
5

Shuhei Aoyama
Founder and Director
at B.L.U.E. Architecture Studio
6.36
7
6.53
5
6.22

Angela Lindahl
Cofounder
at Yatofo Creatives
5.5
5.5
5.5
5
5.38
Designer
Client
Pete Maceo
Floor area
150 ㎡
Completion
2024
Budget
$650,000
Cash Wrap
Lighting Design