X+Living brings retro gaming aesthetics into Top Toy’s first store
X+Living takes over the design of the first global flagship store of TOP TOY, located on Shanghai’s Nanjing East Road, introducing a ‘gamified design approach’ to retail. Drawing from pixelated gaming aesthetics, classic consoles, modular building blocks, and bold color schemes of red, blue, and purple, the space features oversized toy-packaging facades to create an interactive and immersive environment. The store’s open visual pathways and game-map layout encourage exploration and engagement. Functional zones, including IP-themed cafés and brick-building areas, mimic gaming quests and reinforce the interactive experience while strengthening the brand’s identity and enhancing offline retail’s role as a social hub.
entering TOP TOY store mimics entering large-scale packaged toys
For the design of TOP TOY’s first global flagship store in Shanghai, architectural studio X+Living adopts a dynamic, playful approach. The external facade features a large-scale toy-packaging design with irregular transparent display windows, creating a visually striking entrance. A prominent TOP TOY character, the Great Power Fortune Cat, is displayed at an exaggerated scale, establishing a recognizable landmark and inviting exploration. The interplay of vivid colors and open sightlines act as a loading screen, setting the stage for a ‘gamified’ retail experience.
Inside, the spatial design reflects the aesthetics of classic red-and-white gaming consoles. Rather than relying solely on nostalgia, the design deconstructs and reinterprets familiar elements to create a connection across multiple generations. Modern visual elements ensure relevance for younger audiences while maintaining an aesthetic continuity that appeals to all ages.
project info:
name: Top Toy’s First Global Flagship Store
architect: X+Living | @xlivingart
location: Shanghai, China
area: 682 sqm
lead architect: Li Xiang
technical directors: Wu Feng, Li Yaping
project directors: Yang Qiong, Xiang Shengming
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edited by: christina vergopoulou | designboom