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 Njero lan Pameran Competition Category.

PerakNjero Griya· 2026

Top Toy Desain Interior Toko Flagship

by Li Xiang

Client: Top Toy

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

Top Toy yaiku desain interior toko flagship global sing dumunung ing Dalan Nanjing Wetan ing Shanghai. Toko iki nggunakake basa spasial gamifikasi sing diilhami saka kemasan dolanan lan konsol game klasik. Fasad kasebut ngelingake marang kemasan blister, lan undhak-undhakan ditata kaya level game. Zona karakter warna-warni, papan kopi lan blok bangunan mbentuk pemandangan sing nuntun eksplorasi. Konstruksi modular lan warna sing kandel ndhukung tema sing nyenengake iki. Desain iki nduweni tujuan supaya ritel fisik dadi interaktif lan narik kawigaten kanthi emosional kanggo pengunjung saka kabeh umur.

The Recognition

About the A' Design Award Perak

Top Toy Desain Interior Toko Flagship menang A' Design Award Perak, pangenalan sing prestisius banget sing diparingake marang desain tingkat dhuwur, endah lan nggumunake. Pemenang Perak iku karya sing sumunar banget lan kreatif banget sing nggambarake kaprigelan, bakat lan kaweruh para desainer. Top Toy Desain Interior Toko Flagship dikarepake dadi karya sing nggumunake, conto teladan, profesional banget lan inovatif banget. Desain sing menang A' Design Award Perak iki iku panemuan sing luar biasa banget lan dikagumi sing paring manfaat lan nyurung maju wates seni, sains, desain lan teknologi. Top Toy Desain Interior Toko Flagship iku ciptaan sing akeh sing ngirenake sing nggugah kekarepan, nggawa perasaan positif lan nuwuhake gumun lan kagum.

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