Top Toy Rancangan Interior Toko Utama by Li Xiang

Top Toy Rancangan Interior Toko Utama by Li Xiang is a highly esteemed winner of the very prestigious 2026 A' Design Award Perak in Interior Competition Category.

PerakInterior· 2026

Top Toy Rancangan Interior Toko Utama

by Li Xiang

Client: Top Toy

A' Design Award Perak Winner in Interior Category

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Verified Award Winner

Verify Award Status for #174271

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Colors

The Design

About Top Toy Rancangan Interior Toko Utama

Top Toy adolah rancangan interior toko utama global nan talatak di Jalan Nanjing Timur di Shanghai. Toko ko manggunoan bahaso ruang bagaya permainan nan tainspirasi dari kemasan mainan jo konsol permainan klasik. Fasadnyo maingekkan ka kemasan blister, dan tanggo-tanggonyo disusun bak tingkek-tingkek dalam permainan. Zona karakter nan bawarna-warni, tampek kopi, jo balok-balok susun mambantuak pamandangan nan maarahkan pangunjuang untuak manjalajah. Konstruksi modular jo warna-warna nan tageh mandukuang tema nan panuah kagembiraan ko. Rancangan ko batujuan untuak manjadikan ritel fisik interaktif sarato manyintuah parasaan pangunjuang dari sagalo umua.

The Recognition

About the A' Design Award Perak

Top Toy Rancangan Interior Toko Utama adolah pamenang A' Design Award Perak, sabuah pangakuan nan luar biaso bapresti nan dibarikan ka rancangan tingkaik tatinggi, elok jo mangesankan. Pamenang Perak adolah karya nan sangaik cemerlang jo sangaik kreatif nan mamparlihatkan kapakaran, bakaik jo katajaman pikiran parancangnyo. Top Toy Rancangan Interior Toko Utama dipaokan manjadi karya nan mangaguikan, contoh tauladan, sangaik profesional jo inovatif sacaro dalam. Rancangan nan manang Perak iko adolah panemuan nan nampak jo dikagumi nan mambari sumbangan untuak maluaskan batas seni, ilimu, rancangan jo teknologi. Top Toy Rancangan Interior Toko Utama adolah ciptaan nan dicamburui banyak urang, nan mambangkikkan karinduan, mambaok parasaan positif jo malahiakan karagumon jo kakaguman.

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