银 室内 · 2026
Top Toy 旗舰店室内设计
by Li Xiang
- A' Design Award 银奖 2026 in 室内
- CLIENT: Top Toy
- Estimated Number of Design Views: 25,555
- Verification code 0ABECF5044 · Verify this award
Colors
About Top Toy 旗舰店室内设计
Top Toy 是位于上海南京东路的一家全球旗舰店的室内设计项目。店铺采用游戏化的空间语言,灵感源自玩具包装与经典游戏机。立面造型令人联想到吸塑包装,楼梯的布局则如同游戏关卡般层层递进。色彩缤纷的角色专区、咖啡休憩点与积木元素共同构筑出一幕幕场景,引导顾客探索前行。模块化建构方式与大胆的用色强化了趣味主题。该设计旨在让实体零售空间更具互动性,并为各年龄层的到访者带来情感共鸣。
About the A' Design Award 银奖
Top Toy 旗舰店室内设计是 A' Design Award 银奖得主，这是授予顶级、华美而令人印象深刻的设计的极为崇高的认可。银奖得主是极其卓越、极具创造力的作品，展现出其设计师杰出的专业技能、才华与敏锐。预计Top Toy 旗舰店室内设计将成为一件出色的典范之作，兼具非凡的专业性与深刻的创新性。这件赢得 A' Design Award 银奖的设计是一项备受瞩目、令人钦佩的发明，造福并拓展艺术、科学、设计和技术的边界。Top Toy 旗舰店室内设计是一件令人羡慕的创作，它唤起渴望，带来积极的情感，并激发惊叹与赞叹。
Press Kit
- 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
