Top Toy دیزاینی ناوەوەی فرۆشگای سەرەکی by Li Xiang is a highly esteemed winner of the very prestigious 2026 Xelata A' Design Award a Zîvîn in Dîzayna Cihê Hundurîn û Pêşangehê Competition Category.
ZîvHundurîn· 2026
Top Toy دیزاینی ناوەوەی فرۆشگای سەرەکی
by Li Xiang
Client: Top Toy
Xelata A' Design Award a Zîvîn Winner in Hundurîn Category
Verified Award Winner
Verify Award Status for #174271The Design
About Top Toy دیزاینی ناوەوەی فرۆشگای سەرەکی
Top Toy دیزاینی ناوەوەی فرۆشگایەکی سەرەکی جیهانییە کە لە شەقامی نانجینگی ڕۆژهەڵات لە شانگهای هەڵکەوتووە. فرۆشگاکە زمانێکی شوێنی یارییانە بەکاردەهێنێت کە لە پاکەتکردنی یاری منداڵان و کۆنسۆڵە کلاسیکییەکانی یاری وەرگیراوە. ڕووکاری تەلارەکە پاکەتی بلیستەر دەهێنێتەوە بیر، و پلیکانەکان وەک قۆناغەکانی یاری ڕیزکراون. ناوچە ڕەنگاوڕەنگەکانی کارەکتەرەکان، شوێنەکانی قاوە و بلۆکە بیناسازییەکان دیمەنانە پێکدەهێنن کە ڕێنمایی گەڕان و دۆزینەوە دەکەن. بیناسازی مۆدیولار و ڕەنگە بوێرەکان پشتگیری لە تێمە یارییانەکە دەکەن. ئامانجی دیزاینەکە ئەوەیە کە فرۆشیاری فیزیکی بکاتە شتێکی کارلێککەر و بە سۆزەوە سەرنجڕاکێش بۆ سەردانکەرانی هەموو تەمەنێک.
The Recognition
About the Xelata A' Design Award a Zîvîn
Top Toy دیزاینی ناوەوەی فرۆشگای سەرەکی xelatgirê Xelata A' Design Award a Zîvîn e, nasîneke bi awayekî awarte bi prestîj ku ji sêwiranên di asta herî bilind de, xweşik û bibandor re tê dayîn. Xelatgirên Zîvînê karên pir birûsk û pir afirîner in, yên ku pisporiya hêja, jêhatîbûn û zîrekiya sêwiranerên xwe nîşan didin. Tê hêvîkirin ku Top Toy دیزاینی ناوەوەی فرۆشگای سەرەکی karekî mînak, pir pîşekar û bi kûrahî nûjen be. Ev sêwirana bi Zîvînê serketî vedîtineke berbiçav û hatiye sitayişkirin e ku ji bo fireh kirina sînorên huner, zanist, sêwiran û teknolojiyê tevkarî dike. Top Toy دیزاینی ناوەوەی فرۆشگای سەرەکی afirandinek e ku gelek kes çavê xwe lê dikin, daxwazan şiyar dike, hestên erênî tîne û heyirînê çêdike.
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
Sponsored
Explore Beyond Designers.org
Discover products, services and opportunities from our advertising partners.
More to Explore
Related Designs
Explore more award-winning designs from the same category, selected by merit.
