Top Toy Design Interior pentru Magazin Flagship by Li Xiang

Top Toy Design Interior pentru Magazin Flagship by Li Xiang is a highly esteemed winner of the very prestigious 2026 A' Design Award de Argint in Design Interior Competition Category.

ArgintInterior· 2026

Top Toy Design Interior pentru Magazin Flagship

by Li Xiang

Client: Top Toy

A' Design Award de Argint 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 Design Interior pentru Magazin Flagship

Top Toy este designul interior al unui magazin flagship global situat pe Nanjing East Road din Shanghai. Magazinul folosește un limbaj spațial gamificat, inspirat de ambalajele de jucării și de consolele de jocuri clasice. Fațada amintește de un ambalaj tip blister, iar scările sunt dispuse asemenea nivelurilor unui joc. Zonele colorate cu personaje, punctele de cafea și blocurile de construcție formează scene care ghidează explorarea. Construcția modulară și culorile îndrăznețe susțin tema ludică. Designul își propune să facă retailul fizic interactiv și captivant din punct de vedere emoțional pentru vizitatorii de toate vârstele.

The Recognition

About the A' Design Award de Argint

Top Toy Design Interior pentru Magazin Flagship a câștigat A' Design Award de Argint, o recunoaștere extraordinar de prestigioasă acordată designurilor de top, superbe și impresionante. Câștigătorii Argintului sunt lucrări extraordinar de strălucite și extrem de creative, care ilustrează expertiza, talentul și perspicacitatea remarcabile ale designerilor lor. Se așteaptă ca Top Toy Design Interior pentru Magazin Flagship să fie o lucrare minunată, de referință, remarcabil de profesionistă și profund inovatoare. Acest design câștigător al A' Design Award de Argint este o invenție foarte notabilă și admirată, care aduce beneficii și împinge limitele artei, științei, designului și tehnologiei. Top Toy Design Interior pentru Magazin Flagship este o creație extrem de invidiată, care trezește dorințe, aduce sentimente pozitive și stârnește uimire și mirare.

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