Top Toy Disseny Interior de Botiga Insígnia by Li Xiang

Top Toy Disseny Interior de Botiga Insígnia by Li Xiang is a highly esteemed winner of the very prestigious 2026 A' Design Award d'Argent in Disseny d'Espais Interiors i Exposicions Competition Category.

ArgentInterior· 2026

Top Toy Disseny Interior de Botiga Insígnia

by Li Xiang

Client: Top Toy

A' Design Award d'Argent Winner in Interior Category

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Verified Award Winner
Verify Award Status for #174271

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Colors

The Design

About Top Toy Disseny Interior de Botiga Insígnia

Top Toy és el disseny interior d'una botiga insígnia global situada al carrer Nanjing Est de Xangai. La botiga utilitza un llenguatge espacial gamificat inspirat en els embalatges de joguines i les consoles de videojocs clàssiques. La façana evoca un envàs de tipus blíster, i les escales estan disposades com nivells d'un joc. Zones de personatges plenes de color, espais de cafè i blocs de construcció formen escenes que conviden a l'exploració. La construcció modular i els colors vius reforcen la temàtica lúdica. El disseny té com a objectiu fer que el comerç físic sigui interactiu i emocionalment atractiu per a visitants de totes les edats.

The Recognition

About the A' Design Award d'Argent

Top Toy Disseny Interior de Botiga Insígnia és un guanyador del guardó A' Design Award d'Argent, un reconeixement extraordinàriament prestigiós concedit a dissenys d'alta gamma, esplèndids i impressionants. Els guanyadors d'Argent són obres tremendament brillants i summament creatives que il·lustren la perícia, el talent i la perspicàcia excepcionals dels seus dissenyadors. Es preveu que Top Toy Disseny Interior de Botiga Insígnia sigui una obra meravellosa i de gran lluïment, remarcablement professional i profundament innovadora. Aquest disseny guanyador del guardó A' Design Award d'Argent és un invent molt notable i admirat que beneficia i fa avançar els límits de l'art, la ciència, el disseny i la tecnologia. Top Toy Disseny Interior de Botiga Insígnia és una creació molt envejada que evoca desitjos, introdueix sentiments positius i desperta sorpresa i admiració.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Top Toy global flagship store in Shanghai redefines retail with gamified spatial design, turning shopping into immersive play. Inspired by toy packaging and retro consoles, it blends modular construction, bold colors, and IP interaction to spark cross-generational resonance. The design enhances visual impact, streamlines exploration, and fosters emotional engagement — transforming a store into a spatial game world.
Tags: interior, retail
Research: On Nanjing East Road, which represents a typical urban block, Top Toy’s first global flagship store in Shanghai infuses the commercial atmosphere with a sense of ease and humor through the spontaneity of play. This breaks away from the stern and rigid nature of traditional commercial architecture and creates a relaxing and delightful interactive space for consumers using a gamified spatial language. As the first flagship project in the brand's global strategy, the store not only serves as a pioneering initiative but also undertakes the mission of driving commercial innovation through design and reshaping the consumer experience.

Grounded in keen commercial insights, the designer integrates the concept of "gamification" throughout the spatial design, creating an immersive space that is both a benchmark for the brand and forward-looking in its commercial approach. This provides a new solution for the transformation and emotional upgrade of physical retail.
Inspiration: Inspired by the aesthetics of classic gaming consoles and the joy of play, the design draws on collective memories across generations. It reimagines the gaming world into a tangible experience, blending nostalgia, youth culture, and IP narratives. The aim was to emotionally reconnect users to the physical retail space, and create an interactive, story-rich, gamified journey for all ages.
Project Duration: The project is located on Nanjing East Road, one of Shanghai’s most iconic commercial streets, and officially opened to the public in January 2025 as the brand’s first global flagship.
Operation Flow: The space invites people to explore like players in a game. From entering the “blister package” façade to navigating staircases like game levels, each area is a scene with missions and rewards. Colorful IP zones, coffee spots, and building blocks create moments of discovery. It feels playful and intuitive—visitors don’t just shop, they play, connect, and remember.
Image Credits: SFAP