Top Toy Interiørdesign for flaggskipbutikk by Li Xiang

Top Toy Interiørdesign for flaggskipbutikk by Li Xiang is a highly esteemed winner of the very prestigious 2026 A' Design Award i Sølv in Interiør- og utstillingsdesign Competition Category.

SølvInteriør· 2026

Top Toy Interiørdesign for flaggskipbutikk

by Li Xiang

Client: Top Toy

A' Design Award i Sølv Winner in Interiør Category

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Verified Award Winner

Verify Award Status for #174271

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Colors

The Design

About Top Toy Interiørdesign for flaggskipbutikk

Top Toy er interiørdesignet for en global flaggskipbutikk beliggende på Nanjing East Road i Shanghai. Butikken bruker et spillifisert romlig formspråk inspirert av leketøysemballasje og klassiske spillkonsoller. Fasaden minner om en blisterpakning, og trappene er arrangert som spillnivåer. Fargerike karaktersoner, kaffestasjoner og byggeklosser danner scener som inviterer til utforskning. Modulær konstruksjon og dristige farger underbygger det lekne temaet. Designet har som mål å gjøre fysisk detaljhandel interaktiv og emosjonelt engasjerende for besøkende i alle aldre.

The Recognition

About the A' Design Award i Sølv

Top Toy Interiørdesign for flaggskipbutikk er vinner av A' Design Award i Sølv, en usedvanlig prestisjefylt anerkjennelse som tildeles design i toppklassen som er nydelige og imponerende. Sølvvinnere er enormt briljante og usedvanlig kreative verk som viser designernes enestående ekspertise, talent og skarpsindighet. Top Toy Interiørdesign for flaggskipbutikk forventes å være et praktfullt utstillingsverk som er bemerkelsesverdig profesjonelt og dypt nyskapende. Dette designet, som har vunnet A' Design Award i Sølv, er en svært bemerkelsesverdig, beundret oppfinnelse som gagner og flytter grensene for kunst, vitenskap, design og teknologi. Top Toy Interiørdesign for flaggskipbutikk er et skaperverk mange misunner, som vekker ønsker, gir positive følelser og vekker undring og forundring.

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