Top Toy فليگ شپ اسٽور جي اندروني ڊيزائن by Li Xiang

Top Toy فليگ شپ اسٽور جي اندروني ڊيزائن by Li Xiang is a highly esteemed winner of the very prestigious 2026 A' Design Award چاندي انعام in اندروني جڳه ۽ نمائش ڊيزائن Competition Category.

چانديانٽيرئر· 2026

Top Toy فليگ شپ اسٽور جي اندروني ڊيزائن

by Li Xiang

Client: Top Toy

A' Design Award چاندي انعام Winner in انٽيرئر Category

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Verified Award Winner

Verify Award Status for #174271

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Colors

The Design

About Top Toy فليگ شپ اسٽور جي اندروني ڊيزائن

ٽاپ ٽواِء (Top Toy) شنگهائي جي نانجنگ ايسٽ روڊ تي واقع هڪ عالمي فليگ شپ اسٽور جي اندروني ڊيزائن آهي. هي اسٽور رانديڪن جي پيڪنگ ۽ ڪلاسڪ گيمنگ ڪنسولن مان متاثر ٿيل هڪ راند جهڙي مڪاني ٻولي استعمال ڪري ٿو. اڳيون حصو (فساڊ) بلسٽر پيڪيج جي ياد ڏياري ٿو، ۽ ڏاڪڻيون راند جي مرحلن (گيم ليولز) وانگر ترتيب ڏنل آهن. رنگين ڪردارن جا علائقا، ڪافي جون جايون ۽ بلڊنگ بلاڪس اهڙا منظر جوڙين ٿا جيڪي ڳولا ۽ کوجنا ڏانهن رهنمائي ڪن ٿا. ماڊيولر تعمير ۽ گهرا رنگ راند واري موضوع جي حمايت ڪن ٿا. هن ڊيزائن جو مقصد هر عمر جي گهمڻ وارن لاءِ جسماني رٽيل کي انٽرايڪٽو ۽ جذباتي طور تي دلچسپ بڻائڻ آهي.

The Recognition

About the A' Design Award چاندي انعام

Top Toy فليگ شپ اسٽور جي اندروني ڊيزائن A' Design Award چاندي انعام جو کٽيندڙ آهي، غير معمولي حد تائين معزز اعتراف جيڪو اعليٰ ترين درجي جي، شاندار ۽ متاثر ڪندڙ ڊيزائنن کي ڏنو وڃي ٿو. چاندي جا کٽيندڙ تمام گهڻا روشن ۽ انتهائي تخليقي ڪم آهن، جيڪي پنهنجي ڊيزائنرن جي شاندار مهارت، صلاحيت ۽ ذڪاوت کي ظاهر ڪن ٿا. Top Toy فليگ شپ اسٽور جي اندروني ڊيزائن کان اميد ڪئي وڃي ٿي ته اهو هڪ شاندار نمائشي ڪم هوندو، قابل ذڪر حد تائين پيشه ورانه ۽ ڳوڙهي جدت وارو. هي ڊيزائن جنهن A' Design Award چاندي انعام کٽيو آهي، هڪ انتهائي قابل ذڪر، ساراهيل ايجاد آهي جيڪا فائدو ڏئي ٿي ۽ فن، سائنس، ڊيزائن ۽ ٽيڪنالاجي جون حدون وڌائي ٿي. Top Toy فليگ شپ اسٽور جي اندروني ڊيزائن هڪ اهڙي تخليق آهي جنهن تي گهڻا حسد ڪن ٿا، جيڪا خواهشون جاڳائي ٿي، مثبت جذبا آڻي ٿي ۽ حيرت ۽ تعجب جي چڻنگ ٻاري ٿي.

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