Prata Interior · 2026
Top Toy Design de Interiores de Loja Conceito Global
by Li Xiang
- A' Design Award de Prata 2026 in Interior
- CLIENT: Top Toy
- Estimated Number of Design Views: 25,555
- Verification code 0ABECF5044 · Verify this award
Colors
About Top Toy Design de Interiores de Loja Conceito Global
O Top Toy é o design de interiores de uma loja conceito global localizada na Nanjing East Road, em Xangai. A loja utiliza uma linguagem espacial gamificada, inspirada em embalagens de brinquedos e nos consoles de videogame clássicos. A fachada remete a uma embalagem blister, e as escadas são dispostas como níveis de um jogo. Zonas temáticas coloridas com personagens, pontos de café e blocos de montar compõem cenários que orientam a exploração. A construção modular e as cores marcantes reforçam o tema lúdico. O projeto busca tornar o varejo físico interativo e emocionalmente envolvente para visitantes de todas as idades.
About the A' Design Award de Prata
Top Toy Design de Interiores de Loja Conceito Global conquistou o A' Design Award de Prata, um reconhecimento extraordinariamente prestigiado atribuído a designs de topo de gama, deslumbrantes e impressionantes. Os vencedores da Prata são obras tremendamente brilhantes e extremamente criativas que ilustram a perícia, o talento e a acuidade excecionais dos seus designers. Espera-se que Top Toy Design de Interiores de Loja Conceito Global seja uma obra maravilhosa e de referência, notavelmente profissional e profundamente inovadora. Este design vencedor do A' Design Award de Prata é uma invenção muito notável e admirada, que beneficia e faz avançar as fronteiras da arte, da ciência, do design e da tecnologia. Top Toy Design de Interiores de Loja Conceito Global é uma criação imensamente invejada que desperta desejos, traz sentimentos positivos e faz nascer espanto e deslumbramento.
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
