Top Toy Flagship-butiksindretning by Li Xiang is a highly esteemed winner of the very prestigious 2026 A' Design Award i Sølv in Indretning og Udstillingsdesign Competition Category.
SølvIndretning· 2026
Top Toy Flagship-butiksindretning
by Li Xiang
Client: Top Toy
A' Design Award i Sølv Winner in Indretning Category
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The Design
About Top Toy Flagship-butiksindretning
Top Toy er indretningsdesignet af en global flagship-butik beliggende på Nanjing East Road i Shanghai. Butikken anvender et gamificeret rumligt formsprog inspireret af legetøjsemballage og klassiske spillekonsoller. Facaden minder om en blisterpakning, og trapperne er arrangeret som spilbaner. Farverige karakterzoner, kaffeområder og byggeklodser danner scenerier, der inviterer til udforskning. Modulopbygget konstruktion og markante farver understøtter det legende tema. Designet har til formål at gøre fysisk detailhandel interaktiv og følelsesmæssigt engagerende for besøgende i alle aldre.
The Recognition
About the A' Design Award i Sølv
Top Toy Flagship-butiksindretning er vinder af A' Design Award i Sølv, en usædvanligt prestigefyldt anerkendelse, der tildeles designs i topklasse, som er pragtfulde og imponerende. Sølvvinderne er enormt geniale og overordentlig kreative værker, der illustrerer deres designeres fremragende ekspertise, talent og skarpsindighed. Top Toy Flagship-butiksindretning forventes at være et vidunderligt udstillingsværk, der er bemærkelsesværdigt professionelt og dybt innovativt. Dette design, der har vundet A' Design Award i Sølv, er en højst bemærkelsesværdig, beundret opfindelse, som gavner og flytter grænserne for kunst, videnskab, design og teknologi. Top Toy Flagship-butiksindretning er en skabelse, som mange misunder, og som vækker begær, bringer positive følelser og antænder forundring og undren.
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
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