Li Xiang ᱨᱮᱱᱟᱜ Top Toy ᱯᱷᱞᱮᱜᱽᱥᱤᱯ ᱫᱚᱠᱟᱱ ᱨᱮᱭᱟᱜ ᱵᱷᱤᱛᱨᱤ ᱰᱤᱡᱟᱭᱤᱱ ᱫᱚ ᱵᱷᱤᱛᱨᱤ ᱡᱟᱭᱜᱟ ᱟᱨ ᱯᱨᱚᱫᱟᱨᱥᱚᱱᱤ ᱰᱤᱡᱟᱭᱤᱱ ᱯᱨᱚᱛᱤᱡᱚᱜᱤᱛᱟ ᱵᱷᱟᱜ ᱨᱮ 2026 A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱨᱮᱱᱟᱜ ᱟᱹᱰᱤ ᱢᱟᱱ ᱟᱠᱟᱱ ᱡᱤᱛᱠᱟᱨ ᱠᱟᱱᱟ᱾
ᱨᱩᱯᱟᱵᱷᱤᱛᱨᱤ· 2026
Top Toy ᱯᱷᱞᱮᱜᱽᱥᱤᱯ ᱫᱚᱠᱟᱱ ᱨᱮᱭᱟᱜ ᱵᱷᱤᱛᱨᱤ ᱰᱤᱡᱟᱭᱤᱱ
Li Xiang ᱞᱮᱠᱟᱛᱮ
ᱜᱟᱦᱟᱠ: Top Toy
ᱵᱷᱤᱛᱨᱤ ᱵᱷᱟᱜ ᱨᱮ A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱡᱤᱛᱠᱟᱨ
ᱡᱟᱸᱪ ᱟᱠᱟᱱ ᱮᱣᱟᱨᱰ ᱡᱤᱛᱠᱟᱨ
#174271 ᱞᱟᱜᱤᱫ ᱮᱣᱟᱨᱰ ᱦᱟᱞᱚᱛ ᱡᱟᱸᱪᱰᱤᱡᱟᱭᱤᱱ
Top Toy ᱯᱷᱞᱮᱜᱽᱥᱤᱯ ᱫᱚᱠᱟᱱ ᱨᱮᱭᱟᱜ ᱵᱷᱤᱛᱨᱤ ᱰᱤᱡᱟᱭᱤᱱ ᱵᱟᱵᱚᱛ ᱛᱮ
Top Toy ᱫᱚ Shanghai ᱨᱮᱭᱟᱜ Nanjing East Road ᱨᱮ ᱢᱮᱱᱟᱜ ᱢᱤᱫ ᱡᱮᱜᱮᱛᱟᱹᱨᱤ ᱯᱷᱞᱮᱜᱽᱥᱤᱯ ᱫᱚᱠᱟᱱ ᱨᱮᱭᱟᱜ ᱵᱷᱤᱛᱨᱤ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱫᱚᱠᱟᱱ ᱨᱮ ᱮᱱᱮᱡ ᱡᱤᱱᱤᱥ ᱯᱮᱠᱮᱡᱤᱝ ᱟᱨ ᱯᱩᱭᱞᱩ ᱡᱩᱜᱽ ᱨᱮᱭᱟᱜ ᱜᱮᱢᱤᱝ ᱠᱚᱱᱥᱚᱞ ᱠᱚ ᱠᱷᱚᱱ ᱩᱭᱦᱟᱹᱨ ᱦᱟᱛᱟᱣ ᱠᱟᱛᱮ ᱮᱱᱮᱡ ᱞᱮᱠᱟᱱ ᱡᱟᱭᱜᱟ ᱯᱟᱹᱨᱥᱤ ᱵᱮᱵᱷᱟᱨ ᱦᱩᱭ ᱟᱠᱟᱱᱟ᱾ ᱫᱚᱠᱟᱱ ᱨᱮᱭᱟᱜ ᱥᱟᱢᱟᱝ ᱢᱚᱦᱰᱟ ᱫᱚ ᱵᱞᱤᱥᱴᱚᱨ ᱯᱮᱠᱮᱡ ᱞᱮᱠᱟ ᱧᱮᱞᱚᱜᱼᱟ, ᱟᱨ ᱥᱤᱲᱦᱤ ᱠᱚ ᱫᱚ ᱠᱷᱮᱞᱚᱸᱰ ᱨᱮᱭᱟᱜ ᱞᱮᱵᱷᱮᱞ ᱞᱮᱠᱟ ᱥᱟᱡᱟᱣ ᱟᱠᱟᱱᱟ᱾ ᱨᱚᱝᱵᱮᱨᱚᱝ ᱠᱮᱨᱮᱠᱴᱚᱨ ᱡᱟᱭᱜᱟ, ᱠᱚᱯᱷᱤ ᱧᱩᱭ ᱡᱟᱭᱜᱟ ᱟᱨ ᱵᱤᱞᱰᱤᱝ ᱵᱞᱚᱠ ᱠᱚ ᱮᱢᱟᱱ ᱫᱨᱤᱥᱭᱚ ᱠᱚ ᱵᱮᱱᱟᱣᱟ ᱡᱟᱦᱟᱸ ᱫᱚ ᱧᱮᱞᱵᱟᱲᱟ ᱞᱟᱹᱜᱤᱫ ᱦᱚᱨ ᱩᱫᱩᱜᱟ᱾ ᱢᱳᱰᱩᱞᱟᱨ ᱛᱮᱭᱟᱨ ᱦᱚᱨᱟ ᱟᱨ ᱜᱟᱲᱦᱟ ᱨᱚᱝ ᱠᱚ ᱮᱱᱮᱡᱟᱱ ᱵᱤᱥᱚᱭ ᱠᱚ ᱜᱚᱲᱚᱭᱟ᱾ ᱱᱚᱶᱟ ᱰᱤᱡᱟᱭᱤᱱ ᱨᱮᱭᱟᱜ ᱞᱟᱹᱠᱛᱤ ᱫᱚ ᱡᱚᱛᱚ ᱩᱢᱮᱨ ᱨᱮᱱ ᱧᱮᱞᱧᱚᱢᱤᱭᱟᱹ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱥᱟᱨᱤ ᱠᱤᱨᱤᱧ ᱡᱟᱭᱜᱟ ᱫᱚ ᱟᱸᱛᱚᱨᱟᱹᱛᱩᱨᱟᱹᱭ ᱟᱨ ᱢᱚᱱᱮ ᱡᱩᱲᱟᱹᱣᱟᱱ ᱵᱮᱱᱟᱣ ᱠᱟᱱᱟ᱾
ᱢᱟᱱᱟᱱ
A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱵᱟᱵᱚᱛ ᱛᱮ
Top Toy ᱯᱷᱞᱮᱜᱽᱥᱤᱯ ᱫᱚᱠᱟᱱ ᱨᱮᱭᱟᱜ ᱵᱷᱤᱛᱨᱤ ᱰᱤᱡᱟᱭᱤᱱ ᱫᱚ A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱥᱩᱱᱫᱚᱨ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ Top Toy ᱯᱷᱞᱮᱜᱽᱥᱤᱯ ᱫᱚᱠᱟᱱ ᱨᱮᱭᱟᱜ ᱵᱷᱤᱛᱨᱤ ᱰᱤᱡᱟᱭᱤᱱ ᱫᱚ ᱠᱚᱞᱟ, ᱣᱤᱜᱭᱟᱱ, ᱰᱤᱡᱟᱭᱤᱱ ᱟᱨ ᱴᱮᱠᱱᱚᱞᱚᱡᱤ ᱨᱮᱭᱟᱜ ᱥᱤᱢᱟ ᱵᱟᱲᱦᱟᱣ ᱟᱨ ᱫᱩᱱᱤᱭᱟ ᱵᱷᱟᱞᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱜᱚᱲᱚ ᱮᱢ ᱠᱟᱱᱟ᱾
ᱰᱤᱡᱟᱭᱤᱱ ᱯᱤᱪᱷᱟ ᱨᱮ
ᱯᱨᱮᱥ ᱠᱤᱴ
ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱧᱮᱞ ᱠᱷᱚᱱ ᱠᱨᱮᱰᱤᱴ, ᱴᱤᱢ ᱥᱫᱚᱥᱭ ᱟᱨ ᱴᱮᱠᱱᱤᱠᱮᱞ ᱵᱤᱵᱚᱨᱚᱬ ᱮᱢ ᱟᱠᱟᱱᱟ᱾
- ᱟᱞᱜᱟ ᱜᱩᱱ ᱠᱚ
- 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.
- ᱴᱮᱜ ᱠᱚ
- interior, retail
- ᱜᱚᱵᱮᱥᱚᱱᱟ
- 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. - ᱯᱨᱮᱨᱚᱱᱟ
- 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.
- ᱯᱨᱚᱡᱮᱠᱴ ᱥᱚᱢᱚᱭ
- 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.
- ᱠᱟᱹᱢᱤ ᱦᱚᱨ
- 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.
- ᱪᱤᱛᱟᱹᱨ ᱥᱟᱹᱦᱟ
- SFAP
ᱥᱯᱚᱱᱥᱚᱨᱰ
Designers.org ᱠᱷᱚᱱ ᱯᱟᱨᱚᱢ ᱛᱟᱞᱟᱥ
ᱟᱞᱮᱭᱟᱜ ᱵᱤᱜᱽᱭᱟᱯᱚᱱ ᱥᱟᱹᱜᱟᱹᱭ ᱠᱚ ᱠᱷᱚᱱ ᱯᱨᱚᱰᱟᱠᱴ, ᱥᱮᱵᱟ ᱟᱨ ᱢᱚᱠᱟ ᱩᱫᱩᱜ ᱢᱮ᱾
ᱟᱨᱦᱚᱸ ᱠᱷᱚᱡ ᱢᱮ
ᱥᱟᱹᱜᱟᱹᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ
ᱢᱤᱫ ᱞᱮᱠᱟ ᱠᱮᱴᱮᱜᱚᱨᱤ ᱠᱷᱚᱱ ᱟᱨᱦᱚᱸ ᱯᱩᱨᱥᱠᱟᱨ ᱧᱟᱢᱟᱠᱟᱱ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱧᱮᱞ ᱢᱮ, ᱡᱚᱜᱭᱟᱛᱟ ᱧᱮᱞ ᱛᱮ ᱵᱟᱪᱷᱟᱣ ᱟᱠᱟᱱᱟ᱾
