Top Toy Diseño de interiores de tienda insignia by Li Xiang

Top Toy Diseño de interiores de tienda insignia by Li Xiang is a highly esteemed winner of the very prestigious 2026 A' Design Award de Plata in Diseño de Espacios Interiores y Exposiciones Competition Category.

PlataInterior· 2026

Top Toy Diseño de interiores de tienda insignia

by Li Xiang

Client: Top Toy

A' Design Award de Plata Winner in Interior Category

25,555

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 Diseño de interiores de tienda insignia

Top Toy es el diseño de interiores de una tienda insignia global situada en la calle Nanjing Este de Shanghái. El establecimiento emplea un lenguaje espacial gamificado inspirado en los envases de juguetes y en las consolas de videojuegos clásicas. La fachada evoca un envase tipo blíster y las escaleras se disponen como niveles de un videojuego. Zonas temáticas de personajes llenas de color, puntos de café y bloques de construcción configuran escenas que guían la exploración. La construcción modular y los colores intensos refuerzan el tema lúdico. El diseño busca convertir el comercio físico en una experiencia interactiva y emocionalmente atractiva para visitantes de todas las edades.

The Recognition

About the A' Design Award de Plata

Top Toy Diseño de interiores de tienda insignia ha ganado el A' Design Award de Plata, un reconocimiento extraordinariamente prestigioso concedido a diseños de gama alta, magníficos e impresionantes. Los ganadores de Plata son obras tremendamente brillantes y sumamente creativas que ilustran la destacada experiencia, el talento y la agudeza de sus diseñadores. Se espera que Top Toy Diseño de interiores de tienda insignia sea una obra maravillosa y emblemática, notablemente profesional y profundamente innovadora. Este diseño ganador del A' Design Award de Plata es una invención muy notable y admirada que beneficia y hace avanzar las fronteras del arte, la ciencia, el diseño y la tecnología. Top Toy Diseño de interiores de tienda insignia es una creación enormemente envidiada que evoca deseos, aporta sentimientos positivos y despierta asombro y admiración.

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