Top Toy Innenarchitektur eines Flagship-Stores by Li Xiang

Top Toy Innenarchitektur eines Flagship-Stores by Li Xiang is a highly esteemed winner of the very prestigious 2026 A' Design Award in Silber in Innenraumdesign Competition Category.

SilberInnenraum· 2026

Top Toy Innenarchitektur eines Flagship-Stores

by Li Xiang

Client: Top Toy

A' Design Award in Silber Winner in Innenraum Category

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Verified Award Winner
Verify Award Status for #174271

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Top Toy Innenarchitektur eines Flagship-Stores

Top Toy ist die Innenarchitektur eines globalen Flagship-Stores an der East Nanjing Road in Shanghai. Der Store nutzt eine spielerisch gestaltete Raumsprache, die von Spielzeugverpackungen und klassischen Spielkonsolen inspiriert ist. Die Fassade erinnert an eine Blisterverpackung, und die Treppen sind wie Spiel-Level angeordnet. Farbenfrohe Charakterzonen, Kaffeepunkte und Bausteine bilden Szenerien, die zum Entdecken einladen. Modulare Bauweise und kräftige Farben unterstreichen das spielerische Thema. Der Entwurf möchte den physischen Einzelhandel interaktiv und emotional ansprechend für Besucher jeden Alters gestalten.

The Recognition

About the A' Design Award in Silber

Top Toy Innenarchitektur eines Flagship-Stores ist Gewinner des A' Design Award in Silber, einer enorm prestigeträchtigen Anerkennung für erstklassige, großartige und beeindruckende Spitzendesigns. Silber-Gewinner sind ungemein brillante und äußerst kreative Werke, die die herausragende Expertise, das Talent und den Scharfsinn ihrer Designer veranschaulichen. Von Top Toy Innenarchitektur eines Flagship-Stores wird erwartet, dass es ein wunderbares Vorzeigewerk ist, das bemerkenswert professionell und zutiefst innovativ ist. Dieses mit dem A' Design Award in Silber prämierte Design ist eine höchst bemerkenswerte, bewunderte Erfindung, die den Grenzen von Kunst, Wissenschaft, Design und Technologie zugutekommt und sie voranbringt. Top Toy Innenarchitektur eines Flagship-Stores ist eine vielbeneidete Schöpfung, die Wünsche weckt, positive Gefühle vermittelt und Staunen und Verwunderung entfacht.

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