Argento Interni · 2026
Top Toy Interior design di flagship store
by Li Xiang
- A' Design Award d'Argento 2026 in Interni
- CLIENT: Top Toy
- Estimated Number of Design Views: 25,555
- Verification code 0ABECF5044 · Verify this award
Colors
About Top Toy Interior design di flagship store
Top Toy è il progetto d'interni di un flagship store globale situato sulla Nanjing East Road a Shanghai. Il negozio adotta un linguaggio spaziale ludico, ispirato alle confezioni dei giocattoli e alle console di gioco più celebri. La facciata richiama un blister, mentre le scale sono disposte come i livelli di un videogioco. Aree tematiche popolate da personaggi colorati, punti caffè e mattoncini da costruzione compongono scenografie che guidano l'esplorazione. La costruzione modulare e i colori decisi rafforzano il tema giocoso. Il progetto mira a rendere il retail fisico interattivo e coinvolgente sul piano emotivo per visitatori di ogni età.
About the A' Design Award d'Argento
Top Toy Interior design di flagship store ha vinto l'A' Design Award d'Argento, un riconoscimento enormemente prestigioso conferito a design di fascia alta, splendidi e impressionanti. I vincitori d'Argento sono opere tremendamente brillanti ed estremamente creative che illustrano l'eccezionale competenza, il talento e l'acume dei loro designer. Ci si aspetta che Top Toy Interior design di flagship store sia un'opera meravigliosa, una vetrina di eccellenza, notevolmente professionale e profondamente innovativa. Questo design vincitore dell'A' Design Award d'Argento è un'invenzione molto notevole e ammirata che giova ai confini dell'arte, della scienza, del design e della tecnologia e li fa avanzare. Top Toy Interior design di flagship store è una creazione molto invidiata che evoca desideri, porta sentimenti positivi e accende meraviglia e stupore.
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
