Top Toy Kev Tsim Qauv Sab Hauv Ntawm Lub Khw Loj Tshaj Plaws by Li Xiang

Top Toy Kev Tsim Qauv Sab Hauv Ntawm Lub Khw Loj Tshaj Plaws by Li Xiang is a highly esteemed winner of the very prestigious 2026 A' Design Award Nyiaj in Tsim Chav Sab Hauv thiab Kev Nthuav Qhia Competition Category.

NyiajSab Hauv· 2026

Top Toy Kev Tsim Qauv Sab Hauv Ntawm Lub Khw Loj Tshaj Plaws

by Li Xiang

Client: Top Toy

A' Design Award Nyiaj Winner in Sab Hauv Category

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Verified Award Winner

Verify Award Status for #174271

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Colors

The Design

About Top Toy Kev Tsim Qauv Sab Hauv Ntawm Lub Khw Loj Tshaj Plaws

Top Toy yog kev tsim qauv sab hauv ntawm lub khw loj tshaj plaws thoob ntiaj teb uas nyob rau ntawm Txoj Kev Nanjing Sab Hnub Tuaj hauv nroog Shanghai. Lub khw siv hom lus ntawm qhov chaw uas zoo li kev ua si uas tau tswv yim los ntawm cov ntim khoom ua si thiab cov twj ua si qub uas nto npe. Lub ntsej muag sab nraud ntawm lub tsev zoo li lub thawv ntim khoom yas pob (blister package), thiab cov ntaiv raug teeb tsa zoo li cov theem hauv kev ua si. Cov chaw muaj cov tus yam ntxwv xim ci ntsa iab, cov chaw haus kas fes thiab cov thooj txhim tsev ua ke tsim cov qhov chaw uas coj kev tshawb nrhiav. Kev tsim ua tej ntu (modular) thiab cov xim ci ntsa iab txhawb lub ntsiab lus kev lom zem. Qhov kev tsim qauv no muaj lub hom phiaj ua kom kev muag khoom ntawm lub khw tiag muaj kev sib cuam tshuam thiab txaus siab rau txhua tus neeg tuaj xyuas txhua hnub nyoog.

The Recognition

About the A' Design Award Nyiaj

Top Toy Kev Tsim Qauv Sab Hauv Ntawm Lub Khw Loj Tshaj Plaws yog tus yeej ntawm A' Design Award Nyiaj, ib qho kev lees paub muaj meej mom heev tshaj li qub uas muab rau cov qauv tsim qib siab, zoo nkauj thiab ua rau neeg xav tsis thoob. Cov neeg yeej Nyiaj yog cov haujlwm ci ntsa iab heev thiab tsim tshiab heev uas qhia txog kev paub, kev txawj ntse thiab kev ntse ntawm cov kws tsim qauv. Top Toy Kev Tsim Qauv Sab Hauv Ntawm Lub Khw Loj Tshaj Plaws xav tias yuav yog ib qho haujlwm zoo kawg nkaus uas tsim rau qhia, tshaj lij heev thiab tsim tshiab tob. Cov qauv tsim yeej A' Design Award Nyiaj no yog ib qho khoom tsim uas pom tseeb heev thiab neeg qhuas uas pab tau thiab nthuav dav ciam teb ntawm kev kos duab, kev tshawb fawb, kev tsim qauv thiab thev naus laus zis. Top Toy Kev Tsim Qauv Sab Hauv Ntawm Lub Khw Loj Tshaj Plaws yog ib qho khoom tsim uas neeg coob xav tau, uas ua rau xav, coj kev xav zoo thiab ua rau xav tsis thoob thiab xav paub.

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