Top Toy Denda Nagusiaren Barne Diseinua by Li Xiang

Top Toy Denda Nagusiaren Barne Diseinua by Li Xiang is a highly esteemed winner of the very prestigious 2026 Zilarrezko Saria A' Design Award in Barruko Espazioa eta Erakusketa Diseinua Competition Category.

ZilarBarrualdea· 2026

Top Toy Denda Nagusiaren Barne Diseinua

by Li Xiang

Client: Top Toy

Zilarrezko Saria A' Design Award Winner in Barrualdea 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 Denda Nagusiaren Barne Diseinua

Top Toy Shanghaiko Nanjing East Road kalean kokatutako denda nagusi global baten barne diseinua da. Dendak jolas-hizkuntza espazial bat erabiltzen du, jostailuen ontzietan eta bideojoko-kontsola klasikoetan inspiratua. Fatxadak blister ontzi bat gogorarazten du, eta eskailerak jokoaren mailak bezala antolatuta daude. Pertsonaia-gune koloretsuek, kafe-guneek eta eraikuntza-blokeek esplorazioa gidatzen duten eszenak osatzen dituzte. Eraikuntza modularrak eta kolore biziek gai ludikoa indartzen dute. Diseinuaren helburua txikizkako salmenta fisikoa interaktiboa eta emozionalki erakargarria bihurtzea da, adin guztietako bisitarientzat.

The Recognition

About the Zilarrezko Saria A' Design Award

Top Toy Denda Nagusiaren Barne Diseinua Zilarrezko Saria A' Design Award irabazlea da, goi-mailako, zoragarriak eta liluragarriak diren diseinuei ematen zaien ezohiko aitorpen prestijiotsua. Zilar-mailako irabazleak lan oso distiratsuak eta sormen biziko lanak dira, beren diseinatzaileen aditutasun, talentu eta zorroztasun nabarmenak erakusten dituztenak. Top Toy Denda Nagusiaren Barne Diseinua erakusleiho-lan zoragarria, nabarmenki profesionala eta sakonki berritzailea izatea espero da. Zilarrezko Saria A' Design Award irabazi duen diseinu hau asmakizun oso nabarmena eta miretsia da, onura ekartzen duena eta artearen, zientziaren, diseinuaren eta teknologiaren mugak zabaltzen dituena. Top Toy Denda Nagusiaren Barne Diseinua jende askok inbidia duen sorkuntza da, desirak pizten dituena, sentimendu positiboak ekartzen dituena eta harridura eta txunditzea pizten dituena.

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