Top Toy 旗艦店室內設計 by Li Xiang is a highly esteemed winner of the very prestigious 2026 A' Design Award 銀獎 in 室內空間及展覽設計 Competition Category.

銀室內· 2026

Top Toy 旗艦店室內設計

by Li Xiang

Client: Top Toy

A' Design Award 銀獎 Winner in 室內 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 旗艦店室內設計

Top Toy係一間位於上海南京東路嘅全球旗艦店室內設計。店舖採用遊戲化嘅空間語言，靈感嚟自玩具包裝同經典遊戲主機。外立面令人聯想起吸塑包裝，樓梯就好似遊戲關卡咁排列。色彩繽紛嘅角色專區、咖啡角落同積木構成一個個場景，引導訪客探索。模組化嘅構造同大膽嘅色彩烘托出玩味十足嘅主題。設計旨在令實體零售變得互動，並喺情感上吸引各個年齡層嘅訪客。

The Recognition

About the A' Design Award 銀獎

Top Toy 旗艦店室內設計是 A' Design Award 銀獎得主，這是授予頂級、華美而令人印象深刻的設計的極為崇高的認可。銀獎得主是極其卓越、極具創造力的作品，展現出其設計師傑出的專業技能、才華與敏銳。預計Top Toy 旗艦店室內設計將成為一件出色的典範之作，兼具非凡的專業性與深刻的創新性。這件贏得 A' Design Award 銀獎的設計是一項備受矚目、令人欽佩的發明，造福並拓展藝術、科學、設計和技術的界限。Top Toy 旗艦店室內設計是一件令人羨慕的創作，它喚起渴望，帶來積極的情感，並激發驚嘆與讚嘆。

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