Shanghai is now home to Top Toy’s first global flagship store, a bold and immersive experience that turns the act of shopping into a playful, interactive adventure. Designed by X+Living, with the intention of breaking free from the rigidity of traditional commercial architecture, the space is infused with a sense of gamified spontaneity; reimagining the retail experience through a nostalgic, lighthearted lens.
At first glance, the store’s colossal façade sets the tone, a playful homage to classic toy blister packaging. Oversized, transparent display windows act as an entrance, whilst at its centre is a towering version of Top Toy’s original IP character: the Great Power Fortune Cat. Commanding attention from afar, the mischievous icon marks the space as an instant brand landmark.
Inside, the design taps into collective childhood memories. Familiar gaming elements — bold colours, plastic textures, and playful motifs — evoke the joy of old-school arcade cabinets and early-generation consoles. Display cases, akin to museum exhibits, showcase iconic characters, enticing visitors to pause, snap photos, and relive the wonder of unboxing a beloved toy. Mirrors interspersed within the ceiling’s perforated trusses double the illusion, reflecting and distorting space like a digital glitch.
A three-storey staircase makes for a proud centrepiece, transforming retail exploration into a level-based gaming experience. A vertical atrium connects the modular levels, stacking them like a Tetris board and inviting visitors to ‘progress’ through the store as though advancing in a game. The result is a dynamic and participatory space, one that fosters not just individual nostalgia, but a shared, social experience.
Located on Nanjing Road, and blurring the lines between retail, exhibition, and theme park, Top Toy’s Shanghai flagship embraces the tangible joy of play in an era dominated by digital shopping. An interactive wonderland for collectors and casual visitors alike, it’s a testament to the enduring magic of toys, no matter your age.
Top Toy Shanghai Flagship Photography, © SFAP.
