Top Toy Idizayini Yangaphakathi Yesitolo Esiyinhloko by Li Xiang

Top Toy Idizayini Yangaphakathi Yesitolo Esiyinhloko by Li Xiang is a highly esteemed winner of the very prestigious 2026 Umklomelo Wesiliva we-A' Design Award in Ukudizayina Ingaphakathi Competition Category.

IsilivaIngaphakathi· 2026

Top Toy Idizayini Yangaphakathi Yesitolo Esiyinhloko

by Li Xiang

Client: Top Toy

Umklomelo Wesiliva we-A' Design Award Winner in Ingaphakathi Category

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Colors

The Design

About Top Toy Idizayini Yangaphakathi Yesitolo Esiyinhloko

I-Top Toy iyidizayini yangaphakathi yesitolo esiyinhloko somhlaba wonke esitholakala eNanjing East Road eShanghai. Isitolo sisebenzisa ulimi lwendawo olufana nomdlalo olugqugquzelwe ukupakishwa kwamathoyizi kanye namakhonsoli omdlalo akudala. Ubuso bwangaphandle besakhiwo bukhumbuza ipakethe ye-blister, futhi izitebhisi zihlelwe njengamazinga omdlalo. Izindawo zabalingiswa ezinemibala egqamile, izindawo zekhofi kanye namabhulokhi okwakha kudala izigcawu eziqondisa ukuhlola. Ukwakhiwa okuhlukanisekayo (modular) kanye nemibala egqamile kusekela ingqikithi yokudlala. Idizayini ihlose ukwenza ukuthengisa okuphathekayo kube nokusebenzisana futhi kuthinte imizwa yezivakashi zazo zonke izinkathi zobudala.

The Recognition

About the Umklomelo Wesiliva we-A' Design Award

Top Toy Idizayini Yangaphakathi Yesitolo Esiyinhloko iwinile uMklomelo Wesiliva we-A' Design Award, ukwaziswa okuhloniphekile ngokungajwayelekile okunikezwa imiklamo esezingeni eliphezulu, ebukekayo nethinta kakhulu. Abawinile beSiliva yimisebenzi egqamile kakhulu nedala kakhulu ebonisa ubungcweti obuphawulekayo, italente nobuhlakani babaklami babo. Top Toy Idizayini Yangaphakathi Yesitolo Esiyinhloko ilindeleke ukuba ibe ngumsebenzi omuhle wesibonelo, onobungcweti obuphawulekayo nezinto ezintsha ezijulile. Lo mklamo owinile uMklomelo Wesiliva we-A' Design Award uyinto entsha ebonakala kakhulu nethakazelisayo esiza futhi isunduza imingcele yobuciko, isayensi, ukuklama nobuchwepheshe. Top Toy Idizayini Yangaphakathi Yesitolo Esiyinhloko iyinto enomhawu omkhulu kuyo evusa izifiso, ilethe imizwa emihle futhi ivuse ukumangala nokuxakeka.

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