Top Toy Deseño de Interior de Tenda Insignia by Li Xiang

Top Toy Deseño de Interior de Tenda Insignia by Li Xiang is a highly esteemed winner of the very prestigious 2026 A' Design Award de Prata in Deseño de Espazos Interiores e de Exposición Competition Category.

PrataInteriorismo· 2026

Top Toy Deseño de Interior de Tenda Insignia

by Li Xiang

Client: Top Toy

A' Design Award de Prata Winner in Interiorismo Category

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Verified Award Winner

Verify Award Status for #174271

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Colors

The Design

About Top Toy Deseño de Interior de Tenda Insignia

Top Toy é o deseño de interior dunha tenda insignia global situada na rúa Nanjing East de Shanghái. A tenda emprega unha linguaxe espacial gamificada inspirada nas embalaxes de xoguetes e nas consolas de xogos clásicas. A fachada evoca un envase tipo blíster, e as escaleiras están dispostas como niveis dun xogo. Zonas de personaxes cheas de cor, espazos de café e bloques de construción forman escenas que guían a exploración. A construción modular e as cores atrevidas apoian a temática lúdica. O deseño busca facer que o comercio físico sexa interactivo e emocionalmente atractivo para visitantes de todas as idades.

The Recognition

About the A' Design Award de Prata

Top Toy Deseño de Interior de Tenda Insignia gañou o A' Design Award de Prata, un recoñecemento enormemente prestixioso outorgado a deseños de gama alta, fermosos e impresionantes. Os gañadores Prata son obras tremendamente brillantes e sumamente creativas que ilustran a pericia, o talento e a agudeza sobresaíntes dos seus deseñadores. Espérase que Top Toy Deseño de Interior de Tenda Insignia sexa unha obra marabillosa, escaparate de oficio, notablemente profesional e profundamente innovadora. Este deseño gañador do A' Design Award de Prata é unha invención moi notable e admirada que beneficia e fai avanzar os límites da arte, a ciencia, o deseño e a tecnoloxía. Top Toy Deseño de Interior de Tenda Insignia é unha creación moi envexada que esperta desexos, achega sentimentos positivos e prende asombro e marabilla.

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