Top Toy Vadošā veikala interjera dizains by Li Xiang

Top Toy Vadošā veikala interjera dizains by Li Xiang is a highly esteemed winner of the very prestigious 2026 Sudraba balva A' Design Award in Interjera, tirdzniecības un izstāžu dizains Competition Category.

SudrabaInterjers· 2026

Top Toy Vadošā veikala interjera dizains

by Li Xiang

Client: Top Toy

Sudraba balva A' Design Award Winner in Interjers Category

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Verified Award Winner

Verify Award Status for #174271

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Colors

The Design

About Top Toy Vadošā veikala interjera dizains

Top Toy ir globāla vadošā veikala interjera dizains, kas atrodas Nanjing East Road ielā Šanhajā. Veikalā izmantota spēliskota telpiskā valoda, kuras iedvesmas avots ir rotaļlietu iepakojums un klasiskās spēļu konsoles. Fasāde atgādina blistera iepakojumu, un kāpnes izkārtotas kā spēles līmeņi. Krāsainas varoņu zonas, kafijas vietas un būvklucīši veido ainas, kas vada apmeklētājus izpētē. Modulārā konstrukcija un drosmīgas krāsas atbalsta rotaļīgo tēmu. Dizaina mērķis ir padarīt fizisko mazumtirdzniecību interaktīvu un emocionāli saistošu visu vecumu apmeklētājiem.

The Recognition

About the Sudraba balva A' Design Award

Top Toy Vadošā veikala interjera dizains ir Sudraba balvas A' Design Award ieguvējs, ārkārtīgi prestiža atzinība, ko piešķir augstākās klases, krāšņiem un iespaidīgiem dizainiem. Sudraba ieguvēji ir ārkārtīgi spožas un ļoti radošas izpausmes, kas parāda to dizaineru izcilo kompetenci, talantu un asredzību. Sagaidāms, ka Top Toy Vadošā veikala interjera dizains būs lielisks, paraugdarbs, ļoti profesionāls un dziļi inovatīvs. Šis ar Sudraba balvu apbalvotais dizains ir ievērojams, apbrīnots izgudrojums, kas palīdz paplašināt mākslas, zinātnes, dizaina un tehnoloģiju robežas. Top Toy Vadošā veikala interjera dizains ir radījums, kam daudzi apskauž, kas modina vēlmes, rada pozitīvas izjūtas un raisa izbrīnu un apbrīnu.

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