Top Toy Baş dükanyň içerki dizaýny by Li Xiang

Top Toy Baş dükanyň içerki dizaýny by Li Xiang is a highly esteemed winner of the very prestigious 2026 A' Design Award Kümüş Baýragy in Içki Giňişlik we Sergi Dizaýny Competition Category.

KümüşIçki Bezeg· 2026

Top Toy Baş dükanyň içerki dizaýny

by Li Xiang

Client: Top Toy

A' Design Award Kümüş Baýragy Winner in Içki Bezeg Category

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Verified Award Winner

Verify Award Status for #174271

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Top Toy Baş dükanyň içerki dizaýny

Top Toy Şanhaýdaky Nanjing East Road köçesinde ýerleşýän global baş dükanyň içerki dizaýnydyr. Dükan oýnawaç gaplamalaryndan we klassyk oýun konsollaryndan ylham alnan oýunlaşdyrylan giňişlik dilini ulanýar. Fasad blister gaplamany ýada salýar, basgançaklar bolsa oýun derejeleri ýaly ýerleşdirilendir. Dürli reňkli personaž zolaklary, kofe nokatlary we gurluşyk bloklary öwrenişe ugrukdyrýan sahnalary emele getirýär. Modully gurluşyk we batyrgaý reňkler oýun temasyny goldaýar. Dizaýn fiziki söwdany ähli ýaşdaky gelýänler üçin interaktiw we duýgy taýdan özüne çekiji etmegi maksat edinýär.

The Recognition

About the A' Design Award Kümüş Baýragy

Top Toy Baş dükanyň içerki dizaýny A' Design Award Kümüş Baýragynyň ýeňijisidir; bu owadan, belent we täsirli ýokary derejeli dizaýnlara berilýän adatdan daşary abraýly ykrarnamadyr. Kümüş ýeňijileri dizaýnerleriniň ajaýyp bilimini, zehinini we ýiti aňyny görkezýän aşa ýalpyldawuk we örän döredijilikli eserlerdir. Top Toy Baş dükanyň içerki dizaýny ajaýyp, nusgalyk, üns çekiji derejede hünärmenlikli we çuňňur täzelikçi eser bolmagy garaşylýar. A' Design Award Kümüş Baýragyny gazanan bu dizaýn sungatyň, ylmyň, dizaýnyň we tehnologiýanyň çäklerine peýda berýän we ony öňe sürýän örän üns çekiji, haýran galynýan oýlap tapyşdyr. Top Toy Baş dükanyň içerki dizaýny köpüň gabanjyna sezewar bolýan, isleglerimizi oýarýan, oňyn duýgulary getirýän we haýranlyk we geň galmagy döredýän eserdir.

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