Top Toy Interieurdesign fir e Flagship Store by Li Xiang

Top Toy Interieurdesign fir e Flagship Store by Li Xiang is a highly esteemed winner of the very prestigious 2026 A' Design Award an Sëlwer in Inneraum an Ausstellungsdesign Competition Category.

SëlwerInterieur· 2026

Top Toy Interieurdesign fir e Flagship Store

by Li Xiang

Client: Top Toy

A' Design Award an Sëlwer Winner in Interieur Category

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Verified Award Winner
Verify Award Status for #174271

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Colors

The Design

About Top Toy Interieurdesign fir e Flagship Store

Top Toy ass den Interieurdesign vun engem globale Flagship Store op der Nanjing East Road zu Shanghai. De Buttek benotzt eng spilleresch Raumsprooch, déi vun Spillsaachen-Verpackungen a klassesche Spillkonsolen inspiréiert ass. D'Fassad erënnert un eng Blisterverpackung, an d'Trapen sinn arrangéiert wéi Spillniveauen. Faarweg Charakterzonen, Kaffisplazen a Bausteng bilden Zeenen, déi d'Entdeckung guidéieren. Modulär Konstruktioun a markant Faarwen ënnerstëtzen dat verspillt Thema. Den Design zielt drop of, de physesche Retail interaktiv an emotional uspriechend fir Visiteure vun all Alter ze maachen.

The Recognition

About the A' Design Award an Sëlwer

Top Toy Interieurdesign fir e Flagship Store ass e Gewënner vum A' Design Award an Sëlwer, enger aussergewéinlech prestigiéiser Unerkennung, déi un Designe vun der héchster Qualitéit, prächteg a beandrockend vergi gëtt. Sëlwer-Gewënner si bemierkenswäert brillant a ganz kreativ Wierker, déi d'erausragend Expertise, d'Talent an d'Schaarfsënnegkeet vun hire Designer weisen. Et gëtt erwaart, datt Top Toy Interieurdesign fir e Flagship Store e wonnerbart, mustergëlteg, bemierkenswäert professionellt an déif innovatiivt Wierk ass. Dëst mam Sëlwer ausgezeechent Design ass eng bemierkenswäert, bewonnert Erfindung, déi dozou bäidréit, d'Grenze vun der Konscht, der Wëssenschaft, vum Design an der Technologie ze erweideren. Top Toy Interieurdesign fir e Flagship Store ass eng Kreatioun, op déi vill neidesch sinn, déi Wënsch erweckt, positiv Gefiller bréngt an Erstaunen a Wonner erweckt.

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