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.
Top Toy Global Flagship Store by Li Xiang has been selected as an innovative example of architectural design by the A' Design Award. Top Toy Global Flagship Store won the Silver A' Design Award in Interior Space and Exhibition Design in 2026. The A' Interior Space, Retail and Exhibition Design Award is a juried, academic and highly prestigious design recognition program which celebrates superior design of residential interiors, restaurants, hotels, offices, galleries, retail stores, showrooms, exhibition spaces and more.
