Hiriwa Roto Whare · 2026
Top Toy Te Hoahoa o Roto mō te Toa Matua
by Li Xiang
- A' Design Award Hiriwa 2026 in Roto Whare
- CLIENT: Top Toy
- Estimated Number of Design Views: 25,555
- Verification code 0ABECF5044 · Verify this award
Colors
About Top Toy Te Hoahoa o Roto mō te Toa Matua
Ko Top Toy te hoahoa o roto o tētahi toa matua o te ao kei te huarahi o Nanjing East Road i Shanghai. Ka whakamahia e te toa he reo mokowā whai wairua kēmu i whakaaweahia e ngā pōkai taonga tākaro me ngā papatākaro kēmu rongonui o mua. He rite te kanohi o waho ki te pōkai kirikiri, ā, kua whakaraupapatia ngā arawhata kia rite ki ngā taumata kēmu. Ko ngā rohe kiripuaki karakara, ngā wāhi kawhe me ngā poraka hanga e hanga ana i ngā horopaki hei ārahi i te tūhura. Ka tautokona te kaupapa ngahau e te hanganga kōwae me ngā tae kaha. Ko te whāinga o te hoahoa kia noho tauwhitiwhiti, kia hono ā-kare ā-roto hoki te hokohoko ā-tinana mō ngā manuhiri o ngā pakeke katoa.
About the A' Design Award Hiriwa
Ko Top Toy Te Hoahoa o Roto mō te Toa Matua te toa o te A' Design Award Hiriwa, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa taumata teitei rawa, ātaahua me te whakamīharo. Ko ngā toa Hiriwa he mahi tino kanapa, tino auaha e whakaatu ana i te mātanga, te pūmanawa me te mōhio hōhonu o ā rātou kaihoahoa. E tūmanakohia ana ko Top Toy Te Hoahoa o Roto mō te Toa Matua he mahi whakamīharo, he tauira, he tino ngaio, he auaha hōhonu. Ko tēnei hoahoa i toa i te Hiriwa he hanganga rongonui, whakamīharotia e whai wāhi ana ki te whakawhānui i ngā rohe o te toi, te pūtaiao, te hoahoa me te hangarau. Ko Top Toy Te Hoahoa o Roto mō te Toa Matua he mahi e hae ana te tini, e whakaara ana i ngā hiahia, e kawe mai ana i ngā kare-ā-roto pai, ā, e whakaoho ana i te mīharo.
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
