Top Toy Reka Bentuk Dalaman Kedai Utama by Li Xiang

Top Toy Reka Bentuk Dalaman Kedai Utama by Li Xiang is a highly esteemed winner of the very prestigious 2026 A' Design Award Perak in Reka Bentuk Ruang Dalaman dan Pameran Competition Category.

PerakDalaman· 2026

Top Toy Reka Bentuk Dalaman Kedai Utama

by Li Xiang

Client: Top Toy

A' Design Award Perak Winner in Dalaman Category

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Verified Award Winner

Verify Award Status for #174271

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Top Toy Reka Bentuk Dalaman Kedai Utama

Top Toy ialah reka bentuk dalaman sebuah kedai utama global yang terletak di Jalan Nanjing Timur di Shanghai. Kedai ini menggunakan bahasa ruang bergaya permainan yang diilhamkan daripada pembungkusan mainan dan konsol permainan klasik. Fasadnya mengingatkan pada pembungkusan lepuh, manakala tangga disusun seperti tahap-tahap permainan. Zon watak yang berwarna-warni, ruang kopi dan blok binaan membentuk adegan yang memandu penerokaan. Pembinaan modular dan warna-warna berani menyokong tema yang ceria ini. Reka bentuk ini bertujuan menjadikan peruncitan fizikal interaktif dan menarik secara emosi bagi pengunjung dari semua peringkat umur.

The Recognition

About the A' Design Award Perak

Top Toy Reka Bentuk Dalaman Kedai Utama ialah pemenang A' Design Award Perak, pengiktirafan yang sangat berprestij yang dianugerahkan kepada reka bentuk bertaraf tinggi, indah dan mengagumkan. Pemenang Perak ialah karya yang amat cemerlang dan sangat kreatif yang menggambarkan kepakaran, bakat dan ketajaman fikiran yang luar biasa pereka bentuknya. Top Toy Reka Bentuk Dalaman Kedai Utama diharapkan menjadi karya yang menakjubkan, contoh teladan, sangat profesional dan sangat inovatif. Reka bentuk pemenang A' Design Award Perak ini ialah ciptaan yang sangat ketara dan dikagumi yang memberi manfaat kepada dan memajukan batas seni, sains, reka bentuk dan teknologi. Top Toy Reka Bentuk Dalaman Kedai Utama ialah ciptaan yang sangat dicemburui yang membangkitkan keinginan, membawa perasaan positif dan mencetuskan rasa hairan serta kagum.

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