Ajan Enteryè · 2026
Top Toy Konsepsyon Enteryè Magazen Prensipal
by Li Xiang
- A' Design Award Ajan 2026 in Enteryè
- CLIENT: Top Toy
- Estimated Number of Design Views: 25,555
- Verification code 0ABECF5044 · Verify this award
Colors
About Top Toy Konsepsyon Enteryè Magazen Prensipal
Top Toy se konsepsyon enteryè yon magazen prensipal mondyal ki sitiye sou Nanjing East Road nan Shanghai. Magazen an itilize yon langaj espasyal ki enspire nan jwèt, ki soti nan anbalaj jwèt ak konsòl jwèt videyo klasik. Fasad la fè sonje yon anbalaj blister, epi eskalye yo ranje tankou nivo nan yon jwèt. Zòn pèsonaj ak koulè vif, espas kafe ak blòk konstriksyon fòme sèn ki gide eksplorasyon. Konstriksyon modilè ak koulè fò yo sipòte tèm amizan an. Konsepsyon an vize fè komès fizik la vin entèaktif e angaje emosyonèlman pou vizitè tout laj.
About the A' Design Award Ajan
Top Toy Konsepsyon Enteryè Magazen Prensipal se yon ganyan A' Design Award Ajan, yon rekonesans ki gen yon prestij enmans yo bay design nivo siperyè, bèl anpil e enpresyonan. Ganyan Ajan yo se travay ki trè briyan e ki trè kreyatif ki montre ekspètiz, talan ak finès designer yo. Yo atann Top Toy Konsepsyon Enteryè Magazen Prensipal pou se yon bèl travay modèl, remakab nan pwofesyonalis e ki gen gwo inovasyon. Design sa a ki ganyen A' Design Award Ajan se yon envansyon trè remakab, admire ki pote benefis e ki pouse limit atizay, syans, design ak teknoloji. Top Toy Konsepsyon Enteryè Magazen Prensipal se yon kreyasyon anpil moun jalou ki reveye dezi, ki pote santiman pozitif e ki limen sipriz ak mèvèy.
Press Kit
- 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
