Top Toy Dealbhadh Taobh A-staigh Prìomh Bhùtha by Li Xiang

Top Toy Dealbhadh Taobh A-staigh Prìomh Bhùtha by Li Xiang is a highly esteemed winner of the very prestigious 2026 Duais Airgid A' Design Award in Dealbhadh Àiteachan Taobh a-staigh agus Taisbeanaidh Competition Category.

AirgeadTaobh a-staigh· 2026

Top Toy Dealbhadh Taobh A-staigh Prìomh Bhùtha

by Li Xiang

Client: Top Toy

Duais Airgid A' Design Award Winner in Taobh a-staigh 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 Dealbhadh Taobh A-staigh Prìomh Bhùtha

'S e Top Toy dealbhadh taobh a-staigh prìomh bhùtha chruinneil a tha suidhichte air Rathad Nanjing an Ear ann an Shanghai. Tha am bùth a' cleachdadh cànan spàsail geamaichte a fhuair brosnachadh bho phacaideadh dhèideagan agus consoilean geama clasaigeach. Tha an aghaidh a' toirt gu cuimhne pacaid bhalgain, agus tha na staidhrichean air an cur air dòigh mar ìrean geama. Tha sònaichean charactaran dathte, àiteachan cofaidh agus blocaichean togail a' cruthachadh sheallaidhean a tha a' stiùireadh rannsachaidh. Tha togail modularach agus dathan làidir a' cur taic ris a' chuspair spòrsail. Tha an dealbhadh ag amas air reic corporra a dhèanamh eadar-ghnìomhach agus tarraingeach gu faireachail do luchd-tadhail de gach aois.

The Recognition

About the Duais Airgid A' Design Award

Tha Top Toy Dealbhadh Taobh A-staigh Prìomh Bhùtha air Duais Airgid A' Design Award a bhuannachadh, aithneachadh gu math urramach a bheirear do dhealbhaidhean den chiad ìre, àlainn agus drùidhteach. Tha buannaichean Airgid nan obraichean anabarrach boillsgeach agus gu math cruthachail a nochdas sàr-eòlas, tàlant agus geurchuis an luchd-dealbhaidh. Thathar an dùil gum bi Top Toy Dealbhadh Taobh A-staigh Prìomh Bhùtha na obair mhìorbhaileach, na sàr-eisimpleir a tha gu sònraichte proifeiseanta agus gu domhainn ùr-ghnàthach. Tha an dealbhadh seo a bhuannaich Duais Airgid A' Design Award na innleachd glè fhaicsinneach, ion-mholta a bhrosnaicheas crìochan ealain, saidheans, dealbhaidh agus teicneolais. Tha Top Toy Dealbhadh Taobh A-staigh Prìomh Bhùtha na chruthachadh air a bheil mòran eud, a dhùisgeas miannan, a bheir faireachdainnean math agus a thogas iongnadh is miorbhail.

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