I would like the root url http://www.example.com to redirect to http://www.example.com/something/else This is because some weird WP plugin always sets a cookie on the base url, which doesn't let me cache it. I tried this directive: location / { rewrite ^ /something/else break; } But 1) there is no redirect and 2) pages start shooting more than 1,000 requests to my server. With this one: location / { rewrite ^ http://www.example.com/something/else break; } Chrome reports a redirect loop. What's the correct regexp to use?