Argentum Interior · 2026
Top Toy Ornatus Interior Tabernae Principis
by Li Xiang
- Praemium A' Design Award Argenteum 2026 in Interior
- CLIENT: Top Toy
- Estimated Number of Design Views: 25,555
- Verification code 0ABECF5044 · Verify this award
Colors
About Top Toy Ornatus Interior Tabernae Principis
Top Toy est ornatus interior tabernae principis totius orbis in via Nanjing Orientali Sanghaii sitae. Taberna sermone spatiali ludico utitur, ex involucris crepundiorum et consolis ludorum classicis inspirato. Frons aedificii involucrum vitreum bullatum revocat, et scalae quasi gradus ludorum dispositae sunt. Zonae personarum coloratae, loca ad potandum cafeam et lateres aedificatorii scaenas efformant quae explorationem ducunt. Constructio modularis et colores audaces argumentum ludicum sustinent. Consilium eo spectat ut commercium corporeum interactivum et animos moventis fiat visitatoribus omnium aetatum.
About the Praemium A' Design Award Argenteum
Top Toy Ornatus Interior Tabernae Principis victor est Praemii A' Design Award Argenteum, honoris eximie amplissimi formis summi generis, pulchris et conspicuis dati. Victores Argenti opera valde splendida et creandi ingenio praedita sunt, quae praestantem peritiam, talentum et acumen auctorum suorum ostendunt. Exspectatur Top Toy Ornatus Interior Tabernae Principis opus mirabile, exemplare, valde professionale et penitus novum fore. Haec forma Argento victa inventum notabile et admiratum est, quod ad fines artis, scientiae, formandi rationis et technologiae promovendos confert. Top Toy Ornatus Interior Tabernae Principis creatio est, quam multi invident, quae cupiditates excitat, sensus bonos affert et admirationem miraculumque movet.
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
