Top Toy Notranje oblikovanje vodilne trgovine by Li Xiang

Top Toy Notranje oblikovanje vodilne trgovine by Li Xiang is a highly esteemed winner of the very prestigious 2026 Srebrna nagrada A' Design Award in Oblikovanje notranjega prostora in razstav Competition Category.

SrebrnaInterier· 2026

Top Toy Notranje oblikovanje vodilne trgovine

by Li Xiang

Client: Top Toy

Srebrna nagrada A' Design Award Winner in Interier Category

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Verified Award Winner

Verify Award Status for #174271

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Colors

The Design

About Top Toy Notranje oblikovanje vodilne trgovine

Top Toy je notranje oblikovanje globalne vodilne trgovine, ki se nahaja na ulici Nanjing East Road v Šanghaju. Trgovina uporablja igrificiran prostorski jezik, ki se navdihuje pri embalaži igrač in klasičnih igralnih konzolah. Fasada spominja na pretisno embalažo, stopnišča pa so razporejena kot stopnje v igri. Barvita območja z liki, kavni kotički in gradniki tvorijo prizore, ki usmerjajo raziskovanje. Modularna gradnja in drzne barve podpirajo igrivo temo. Cilj oblikovanja je narediti fizično maloprodajo interaktivno in čustveno privlačno za obiskovalce vseh starosti.

The Recognition

About the Srebrna nagrada A' Design Award

Top Toy Notranje oblikovanje vodilne trgovine je prejemnik Srebrne nagrade A' Design Award, izjemno prestižnega priznanja, ki se podeljuje čudovitim, impresivnim vrhunskim oblikovanjem. Prejemniki Srebrne nagrade so izjemno briljantna in zelo ustvarjalna dela, ki ponazarjajo izjemno strokovnost, talent in bistrost svojih oblikovalcev. Od Top Toy Notranje oblikovanje vodilne trgovine se pričakuje, da bo čudovito, zgledno delo, opazno profesionalno in globoko inovativno. To oblikovanje, nagrajeno s Srebrno nagrado A' Design Award, je zelo opazen, občudovan izum, ki koristi in premika meje umetnosti, znanosti, oblikovanja in tehnologije. Top Toy Notranje oblikovanje vodilne trgovine je stvaritev, ki ji mnogi zavidajo, ki prebuja želje, prinaša pozitivna čustva in vzbuja začudenje in občudovanje.

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