Top Toy
Global Flagship Store for Top Toy
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.
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Download Press Kit № 174271 Global Flagship Store for Top Toy by Li Xiang to access high-res images, essential texts, translations, and exclusive interviews—all in one.
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Top Toy by Li Xiang
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Global Flagship Store by Li Xiang
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Li Xiang Top Toy
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Li Xiang Global Flagship Store
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Li Xiang Designer Portrait Photo
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Top ToyBrand Logo
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Top Toy Global Flagship Store Press Releases
For Top Toy, we offer press releases in multiple languages, including: English.
Top Toy Global Flagship Store Translations
We're happy to provide translations of Top Toy in numerous languages, including: Flagship Store Interior Design EN, 旗舰店室内设计 ZH, Diseño de interiores de tienda insignia ES, التصميم الداخلي للمتجر الرئيسي AR, Design intérieur d'un magasin phare FR, Design de Interiores de Loja Conceito Global PT, 旗艦店インテリアデザイン JA, 플래그십 스토어 인테리어 디자인 KO, Interior design di flagship store IT, फ्लैगशिप स्टोर इंटीरियर डिज़ाइन HI, ফ্ল্যাগশিপ স্টোরের অন্তর্বাস্তু নকশা BN, Дизайн интерьера флагманского магазина RU, فلیگ شپ اسٹور کا داخلی ڈیزائن UR, Desain Interior Toko Flagship ID, Innenarchitektur eines Flagship-Stores DE, Amiral Mağaza İç Mekan Tasarımı TR, फ्ल्यागशिप स्टोर इन्टेरियर डिजाइन NE, Lippulaivamyymälän sisustussuunnittelu FI, ဖလက်ဂရှစ်စတိုး အတွင်းပိုင်း ဒီဇိုင်း MY, Interieurontwerp voor Flagshipstore NL, Deseño de Interior de Tenda Insignia GL, Kev Tsim Qauv Sab Hauv Ntawm Lub Khw Loj Tshaj Plaws HMN, Disenyo sa Interior sa Flagship Store CEB, Disseny Interior de Botiga Insígnia CA, Cuncepimentu Internu di un Magazinu Flagship CO, ਫਲੈਗਸ਼ਿਪ ਸਟੋਰ ਇੰਟੀਰੀਅਰ ਡਿਜ਼ਾਈਨ PA, การออกแบบภายในร้านแฟล็กชิปสโตร์ TH, Innanhússhönnun flaggskipsverslunar IS, Projekt Wnętrza Sklepu Flagowego PL, Disenyo ng Interior ng Flagship Store TL, Famolavolana Atitrano ho an'ny Fivarotana Lehibe Fototra MG, Σχεδιασμός Εσωτερικού Χώρου Ναυαρχίδας Καταστήματος EL, Vadošā veikala interjera dizains LV, Interna Dezajno de Ĉefvendejo EO, Uyilo Lwangaphakathi Lwevenkile Eyintloko XH, Dyluniad Mewnol Siop Flaenllaw CY, باش دۇكان ئىچكى بېزەك لايىھىسى UG, ការរចនាផ្ទៃក្នុងហាងនាំមុខ (Flagship Store) KM, ການອອກແບບພາຍໃນຮ້ານຄ້າຫຼັກ LO, Zászlóshajó üzlet belsőépítészeti tervezése HU, ናይ ቀንዲ መደብር ውሽጣዊ ንድፊ TI, Flaggskeppsbutik Inredningsdesign SV, ଫ୍ଲାଗସିପ୍ ଷ୍ଟୋର୍ ଇଣ୍ଟେରିଅର୍ ଡିଜାଇନ୍ OR, Desain Interior Toko Flagship JV, Design Interior pentru Magazin Flagship RO, Reka Bentuk Dalaman Kedai Utama MS, ফ্লেগশ্বিপ ষ্ট'ৰ অভ্যন্তৰীণ ডিজাইন AS, Àgbékalẹ̀ Inú Ilé fún Ṣọ́ọ̀bù Àkọ́kọ́ Aṣáájú YO, የፍላግሺፕ መደብር የውስጥ ዲዛይን AM, Naqshadaynta Gudaha ee Dukaanka Ugu Weyn SO, Konsepsyon Enteryè Magazen Prensipal HT, Дызайн інтэр'еру флагманскай крамы BE, Flagman Do'kon Interyer Dizayni UZ, ප්රමුඛ වෙළඳසැල අභ්යන්තර නිර්මාණය SI, Interiørdesign for flaggskipbutikk NO, Disseny Interior de Botiga Emblemàtica OC, Interiørdesign for flaggskipbutikk NB, Denda Nagusiaren Barne Diseinua EU, Dearadh Intí Siopa Suaitheanta GA, རྒྱལ་ཁབ་གཙོ་བོའི་ཚོང་ཁང་གི་ནང་བཟོ་བཀོད། BO, Flagship-butiksindretning DA, ფლაგმანი მაღაზიის ინტერიერის დიზაინი KA, Igishushanyo cy'Imbere cy'Iduka Rikuru Rihagarariye Ikirango RW, אינעווייניקסטע דיזיין פֿון אַ פֿלאַגשיף־קראָם YI, ಫ್ಲ್ಯಾಗ್ಶಿಪ್ ಸ್ಟೋರ್ ಒಳಾಂಗಣ ವಿನ್ಯಾಸ KN, Dizajn Interieri për Dyqan Flagship SQ, Ynterieurûntwerp fan in Flaggeskipwinkel FY, Hatun Qhatuna Wasi Ukhu Ruwaykamay QU, Флагман дэлгүүрийн интерьер дизайн MN, Ñemohenda Ñemoporã Tenda Guasu Ñemuha peguarã GN, Zanen Cikin Gida na Babban Shago HA, Dizajn enterijera vodeće prodavnice BS, Ֆլագմանային խանութի ինտերիերի դիզայն HY, Desain Interior Toko Flagship SU, Дизајн на ентериер на водечка продавница MK, Disinn tal-Intern ta' Ħanut Ewlieni MT, עיצוב פנים לחנות דגל HE, طراحی داخلی فروشگاه پرچمدار FA, Flaqman Mağaza İnteryer Dizaynı AZ, Te Hoahoa o Roto mō te Toa Matua MI, Vlagskipwinkel Binneontwerp AF, ध्वजापणस्य आन्तरिकपरिकल्पना SA, Ornatus Interior Tabernae Principis LA, Moralo oa ka Hare oa Lebenkele le Leholo la Sehlooho ST, Notranje oblikovanje vodilne trgovine SL, Idizayini Yangaphakathi Yesitolo Esiyinhloko ZU, Флагмандық дүкеннің интерьер дизайны KK, Тарҳрезии дохилии мағозаи флагманӣ TG, Le Mamanuina o Totonu o le Faleoloa Autu SM, Nhazi Ime Ụlọ Ahịa Bụ Isi IG, ఫ్లాగ్షిప్ స్టోర్ ఇంటీరియర్ డిజైన్ TE, Дизайн інтер'єру флагманського магазину UK, ഫ്ലാഗ്ഷിപ്പ് സ്റ്റോർ ഇന്റീരിയർ ഡിസൈൻ ML, Baş dükanyň içerki dizaýny TK, Ka Hoʻolālā Loko o ka Hale Kūʻai Hōʻailona Nui HAW, Thiết Kế Nội Thất Cửa Hàng Flagship VI, Интериорен дизайн на флагмански магазин BG, Interieurdesign fir e Flagship Store LB, Interiérový design vlajkové prodejny CS, ફ્લેગશિપ સ્ટોર ઇન્ટિરિયર ડિઝાઇન GU, Dhizaini yeMukati meChitoro Chikuru SN, Dealbhadh Taobh A-staigh Prìomh Bhùtha GD, முதன்மை கடையின் உள்ளக வடிவமைப்பு TA, دیزاینی ناوەوەی فرۆشگای سەرەکی KU, फ्लॅगशिप स्टोअर इंटीरियर डिझाइन MR, Dizajn interijera vodeće trgovine HR, Kapangidwe ka Mkati ka Sitolo Yaikulu Yotsogolera NY, Usanifu wa Ndani wa Duka Kuu la Kifahari SW, Dizajn enterijera vodeće prodavnice SR, Interiérový dizajn vlajkovej predajne SK, Флагман дүкөнүнүн интерьер дизайны KY, د فلیګ شپ پلورنځي داخلي ډیزاین PS, فليگ شپ اسٽور جي اندروني ڊيزائن SD, Флагман кибетенең интерьер дизайны TT, Flagship parduotuvės interjero dizainas LT, Lipulaevakaupluse sisekujundus ET, 旗艦店室內設計 ZY.
Top Toy Global Flagship Store Media Articles
Ready for your features: articles on Top Toy in various languages, including Spanish, English, French, Italian, German, Chinese (Mandarin), Hindi, Portuguese, Dutch, Indonesian, Arabic (Standard), Japanese, Turkish, Korean and Russian.
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
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.
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.
Image Credits
SFAP
Project Overview
Top Toy Global Flagship Store has been a Silver winner in the Interior Space and Exhibition Design award category in the year 2025 organized by the prestigious A' Design Award & Competition. The Silver A' Design Award celebrates top-tier designs that embody excellence and innovation. This award acknowledges creations that are not only aesthetically pleasing but also highly functional, reflecting the designer's deep understanding and skill. Silver A' Design Award recipients are recognized for their contribution to raising industry standards and advancing the practice of design. Their work often incorporates original innovations and elicits a strong emotional response, making a notable impact on the improvement of everyday life.
Silver Recognition
Li Xiang was recognized with the coveted Silver A' Design Award in 2026, a testament to excellence of their work Top Toy Global Flagship Store.
Li Xiang Press Releases
Discover Li Xiang's journey through our press releases, available for all press members and journalists to use without restrictions. Journalists, gain instant access to 21 press releases today.
Li Xiang Unveils Top Toy Global Flagship Store in Shanghai, Redefining Retail Through Gamified Design
Li Xiang's Top Toy global flagship store opened in January 2025 on Shanghai's iconic Nanjing East Road, transforming traditional retail into an immersive, gamified experience that blends nostalgia, youth culture, and interactive storytelling for visitors of all ages.
Li Xiang Newsroom
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