Top Toy Disenyo ng Interior ng Flagship Store by Li Xiang

Top Toy Disenyo ng Interior ng Flagship Store by Li Xiang is a highly esteemed winner of the very prestigious 2026 A' Design Award na Pilak in Disenyo ng Interyor na Espasyo at Eksibisyon Competition Category.

PilakInteryor· 2026

Top Toy Disenyo ng Interior ng Flagship Store

by Li Xiang

Client: Top Toy

A' Design Award na Pilak Winner in Interyor Category

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Colors

The Design

About Top Toy Disenyo ng Interior ng Flagship Store

Ang Top Toy ay ang interior na disenyo ng isang pandaigdigang flagship store na matatagpuan sa Nanjing East Road sa Shanghai. Gumagamit ang tindahan ng gamified na spatial na wika na hango sa packaging ng mga laruan at mga klasikong gaming console. Ang facade ay nagpapaalala ng blister package, at ang mga hagdanan ay nakaayos tulad ng mga level sa laro. Ang mga makukulay na zone ng mga karakter, mga coffee spot at mga building block ay bumubuo ng mga eksenang gumagabay sa eksplorasyon. Sinusuportahan ng modular na konstruksyon at matitingkad na kulay ang mapaglarong tema. Layunin ng disenyo na gawing interactive at emosyonal na nakakaengganyo ang pisikal na retail para sa mga bisita ng lahat ng edad.

The Recognition

About the A' Design Award na Pilak

Ang Top Toy Disenyo ng Interior ng Flagship Store ay nagwagi ng A' Design Award na Pilak, isang pambihirang prestihiyosong pagkilalang iginagawad sa mga disenyong nasa pinakamataas na antas, nakabibighani at kahanga-hanga. Ang mga nagwagi ng Pilak ay mga likhang lubhang makinang at napakamalikhain na naglalarawan sa pambihirang kadalubhasaan, talento at talas ng isip ng kanilang mga tagapagdisenyo. Inaasahang ang Top Toy Disenyo ng Interior ng Flagship Store ay isang kahanga-hangang likhang huwaran na kapansin-pansing propesyonal at malalim na makabago. Ang disenyong ito na nagwagi ng A' Design Award na Pilak ay isang lubhang kapansin-pansin at hinahangaang imbensyon na nakikinabang at nagpapaunlad sa mga hangganan ng sining, agham, disenyo at teknolohiya. Ang Top Toy Disenyo ng Interior ng Flagship Store ay isang likhang labis na kinaiinggitan na gumigising ng mga hangarin, nagdadala ng positibong damdamin at nagpapasiklab ng pagkamangha at pagkabighani.

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