Top Toy ናይ ቀንዲ መደብር ውሽጣዊ ንድፊ by Li Xiang

Top Toy ናይ ቀንዲ መደብር ውሽጣዊ ንድፊ by Li Xiang is a highly esteemed winner of the very prestigious 2026 ናይ ብሩር ሽልማት A' Design Award in ንድፊ ውሽጣዊ ቦታን ምርኢትን Competition Category.

ብሩርውሽጣዊ· 2026

Top Toy ናይ ቀንዲ መደብር ውሽጣዊ ንድፊ

by Li Xiang

Client: Top Toy

ናይ ብሩር ሽልማት A' Design Award Winner in ውሽጣዊ Category

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The Design

About Top Toy ናይ ቀንዲ መደብር ውሽጣዊ ንድፊ

ቶፕ ቶይ ኣብ ሻንጋይ ኣብ ናንጂንግ ምብራቕ ጎደና ዝርከብ ዓለምለኻዊ ቀንዲ መደብር ውሽጣዊ ንድፊ እዩ። እቲ መደብር ካብ ናይ መጻወቲ መሸፈኒ ስሌዳን ካብ ክላሲካዊ ናይ ጸወታ ኮንሶላትን ዝተመንጨወ ጸወታዊ ናይ ቦታ ቋንቋ ይጥቀም። እቲ ናይ ቅድሚት ገጽ ብሊስተር ዝበሃል መሸፈኒ የዘኻኽር፣ እቲ ደረጃታት ድማ ከም ደረጃታት ጸወታ ተሰሪዑ ኣሎ። ሕብራዊ ዞባታት ገጸ-ባህርያት፣ ናይ ቡን ቦታታትን ናይ ህንጻ ብሎካትን ንምድህሳስ ዝመርሑ ትርኢታት ይፈጥሩ። ሞዱላዊ ህንጸትን ደፋር ሕብርታትን ነቲ ጸወታዊ ቴማ ይድግፉ። እቲ ንድፊ ኣካላዊ ንግዲ ንበጻሕቲ ኩሉ ዕድመ ተወሳኺ ተሳታፍነትን ስምዒታዊ ምትእስሳርን ዘለዎ ንምግባር ዝዓለመ እዩ።

The Recognition

About the ናይ ብሩር ሽልማት A' Design Award

Top Toy ናይ ቀንዲ መደብር ውሽጣዊ ንድፊ ናይ ብሩር ሽልማት A' Design Award ዝዓወተ እዩ፣ ንጽቡቓት፣ ልዑላትን ዘስደምምን ላዕለዋይ ደረጃ ዘለዎም ዲዛይናት ዝወሃብ ብዘይተለምደ ኣዚዩ ክቡር ኣፍልጦ። ዘዓወቱ ብሩር ፍሉይ ክእለት፣ ተውህቦን ጥበብን ዲዛይነራቶም ዘርእዩ ኣዚዮም ዘብርሁን ብዙሕ ፈጠራውያንን ስራሕቲ እዮም። Top Toy ናይ ቀንዲ መደብር ውሽጣዊ ንድፊ ዝበለጸ፣ ምሳሌ ዝኾነ፣ ብኣገዳሲ መገዲ ሞያውን ብዕምቆት ሓድሽን ስራሕ ክኾን ይጽበ። እዚ ዝዓወተ ዲዛይን ናይ ብሩር ሽልማት A' Design Award ብዙሕ ዝተራእየን ዝደነቐን ፈጠራ እዩ፣ ጥቕሚ ዘምጽእን ደረት ጥበብ፣ ሳይንስ፣ ዲዛይንን ቴክኖሎጂን ዘስፍሕን። Top Toy ናይ ቀንዲ መደብር ውሽጣዊ ንድፊ ብብዙሕ ዝቐንኣሉ ፍጥረት እዩ፣ ድሌታት ዘበራብር፣ ጽቡቕ ስምዒታት ዘምጽእን ሰንቢድን ምድናቕን ዘበራብርን።

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