Top Toy Desain Interior Toko Flagship by Li Xiang

Top Toy Desain Interior Toko Flagship by Li Xiang is a highly esteemed winner of the very prestigious 2026 A' Design Award Perak in Desain Ruang Interior dan Pameran Competition Category.

PerakInterior· 2026

Top Toy Desain Interior Toko Flagship

by Li Xiang

Client: Top Toy

A' Design Award Perak Winner in Interior 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 Desain Interior Toko Flagship

Top Toy adalah desain interior sebuah toko flagship global yang berlokasi di Nanjing East Road, Shanghai. Toko ini menggunakan bahasa spasial bergaya permainan yang terinspirasi dari kemasan mainan dan konsol gim klasik. Fasadnya mengingatkan pada kemasan blister, sementara tangga-tangganya ditata seperti level dalam sebuah gim. Zona karakter yang penuh warna, sudut kopi, dan balok susun membentuk adegan-adegan yang menuntun pengunjung untuk menjelajah. Konstruksi modular dan warna-warna berani memperkuat tema yang menyenangkan ini. Desain ini bertujuan menjadikan ritel fisik lebih interaktif dan menyentuh secara emosional bagi pengunjung dari segala usia.

The Recognition

About the A' Design Award Perak

Top Toy Desain Interior Toko Flagship adalah pemenang A' Design Award Perak, pengakuan yang sangat bergengsi yang diberikan kepada desain kelas atas yang indah dan mengesankan. Pemenang Perak adalah karya yang sangat cemerlang dan sangat kreatif yang menggambarkan keahlian, bakat, dan ketajaman luar biasa para desainernya. Top Toy Desain Interior Toko Flagship diharapkan menjadi karya yang menakjubkan, etalase keahlian, sangat profesional, dan sangat inovatif. Desain pemenang A' Design Award Perak ini adalah penemuan yang sangat menonjol dan dikagumi yang bermanfaat bagi dan memajukan batas-batas seni, sains, desain, dan teknologi. Top Toy Desain Interior Toko Flagship adalah kreasi yang sangat dicemburui yang membangkitkan keinginan, membawa perasaan positif, dan memercikkan keheranan dan kekaguman.

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