Top Toy Global Flagship Store
Li Xiang
Interior Space and Exhibition Design Top Toy Global Flagship Store by Li Xiang Top Toy is the interior design of a global flagship store located on Nanjing East Road in Shanghai. The store uses a gamified spatial language inspired by toy packaging and classic gaming consoles. The facade recalls a blister package, and the staircases are arranged like game levels. Colorful character zones, coffee spots and building blocks form scenes that guide exploration. Modular construction and bold colors support the playful theme. The design aims to make physical retail interactive and emotionally engaging for visitors of all ages.
Silver A' Design Award Winner
Top Toy Global Flagship Store by Li Xiang is a winner of the A' Interior Space, Retail and Exhibition Design Award. Top Toy Global Flagship Store earned the Silver A' Design Award in 2026 and is showcased on Interior Design Award Winners among other remarkable designs. Explore the details of the project, discover other works by Li Xiang and see why Top Toy Global Flagship Store design sets itself apart from its competition.
About Top Toy
Interior Space and Exhibition Design Top Toy Global Flagship Store by Li Xiang Top Toy is the interior design of a global flagship store located on Nanjing East Road in Shanghai. The store uses a gamified spatial language inspired by toy packaging and classic gaming consoles. The facade recalls a blister package, and the staircases are arranged like game levels. Colorful character zones, coffee spots and building blocks form scenes that guide exploration. Modular construction and bold colors support the playful theme. The design aims to make physical retail interactive and emotionally engaging for visitors of all ages. Top Toy earned the Silver A' Design Award, a distinguished level of recognition in the A' Design Award & Competition. Silver A' Design Award designs combine creativity with professional design, and are selected by a grand jury, as high-quality entries in their respective categories, after fair, ethical, meritocratic and independent academic review, where nominated designs are voted through blind peer-review process on pre-established, publicly-available evaluation criteria.
More designs by Li Xiang
Interior Space and Exhibition Design Huai’an Zhongshuge Bookstore by Li Xiang
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Interior Space and Exhibition Design Shenzhen Zhongshuge Bookstore by Li Xiang
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Interior Space and Exhibition Design Guiyang Zhongshuge Bookstore by Li Xiang
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